It's fairly difficult to reproduce a sprayed finish with mechanical means, ie., a matte finish with some sort of abrasive rubbing action. It just doesn't come out with the same look. Most of the scratch removers that are sold for auto use like the McGuires that was mentioned, are designed to remove scratches but they also polish the finish to a high luster in most cases. MJ maybe is using some kind of followup such as a light rubbing with 3M Imperial paper sold at most auto wholesalers and some retailers. You could also try a light rubbing with either a green or grey ScotchBrite pad, not the kind that you buy for cleaning pots and pans but the kind that is also sold in the auto supply stores like NAPA or any that do wholesale to body shops and such.
As Framemakers mentioned, water actually acts as a lubricant and will allow the steel wool to abrade the surface without causing the deeper more noticeable scratches that you get by using it dry. We aren't talking about significant scratches with 0000 wool but any grade of steel wool or wet/dry sandpaper will do a better job with either oil or water as a lubricant. In the case of very fine sandpaper, most anything over 400 grit, it will almost immediately clog up with sanding debris when you try to use it dry.
Yeah Les, that stuff never leaves your brain, eh? That is one of the truly beautiful benefits of education of any kind, once you learn the proper methods, nobody will ever be able to take them away from you!! Kinda like learning to ride a bike.