Frank, I hope this won't preclude our hashing this out over lunch, but I'll answer your call for feedback here. I'll start with clarifying how I think of matching.
1) "Matching" does not mean "unadjusted analysis". Using matching in an observational cohort study should not be used as an excuse to avoid good modeling. Matching will often make the unadjusted (marginal) effect of interest consistent with the covariate adjusted (conditional) effect, but not always. When it does, that makes for a very persuasive paper. But if there is sufficient data to detect an important interaction with the exposure, proper modeling of the matched cohort will find that.
Liz is coauthor on one of my favorite papers: Ho, Imai, King, Stuart (2007) Matching as nonparametric preprocessing for reducing model dependence in parametric causal inference; Political Analysis. Here they make the case for matching as a cohort selection tool to be used with the modeling procedures you would have chosen without doing matching. Admittedly, if you would have perfectly specified your model, matching before using that model will cost some efficiency. Nothing can beat a perfectly specified model on the whole cohort in terms of efficiency. However, if you are human and are not certain you've perfectly specified your model, matching offers some protection, i.e. the matching provides robustness to modeling choices. I'll revisit this below.
2) "Matching" does not necessarily mean "1:1 matching". The benefits of matching need to be played against the losses. If a particular matching method is resulting in a substantial loss in efficiency (CI precision, Type II error), a different approach should be used, e.g. 1 to fixed k matching, 1 to variable k, many to many, full matching, etc. If a study has no power to spare, the benefits of matching may not be worth the cost. If I have 30 subjects, it's unlikely I'll be convinced to create a matched cohort with 20 subjects. But if I have 30K subjects, I may find a matched cohort of 20K makes a much more compelling study design. Given the logistics of creating EHR study cohorts, the incremental data collection cost of those 10K subjects that I discard is essentially zero.
3) Matching is not unique in throwing away some subjects. We all use methods that throw away subjects. We don't download every patient in an EHR database for an analysis comparing two specific anti-diabetic drugs. We always have inclusion/exclusion criteria. Sometimes these are fully pre-specified and sometimes they are data driven. Matching is a data driven cohort selection method.
4) Done well, matching is fully reproducible. Yes there are several moving parts in matching methods and various decisions must be made, but done correctly it is no less reproducible than, say, modeling using multiple imputation. Modeling with MI has plenty of moving parts and requires decisions of which method to use. Both matching and MI can be made exactly reproducible with explicit code and both could vary dramatically between different research groups who have made different methodological choices. In this sense, matching is no different from modeling in terms of reproducibility.
5) To sum up, I'll put it this way. Combined with good modeling, matching is doubly robust estimation for the conditional treatment effect among those likely to be treated, i.e. doubly robust estimation for ATT|X. If we like the idea of doubly robust estimation in the case of using covariate adjustment and IPTW for estimating the ATE|X, we shouldn't be that adverse to matching. Matching is essentially a weighting scheme. It's a strange weighting in that it may handle a cluster of over-represented subjects by giving some of them weight 0. That property will always bother you, and perhaps rightly so. It bothers me. Nevertheless, matching may be seen as a weighting scheme. In general, weighting can provide robustness, control for bias, and persuasiveness at the cost of some efficiency when compared to covariate adjustment alone. Depending on how much power I have to play with, I may be happy to pay that price.