It funny because I'd say most people who try Matsoni don't like it but there are some people who absolutely love it and I haven't quite figured out why. Because from the feedback I get, I'd love to figure out a way to tactfully steer people to our other yogurt starter options. I think most people would be happier with a different culture such as the Viili or Fil Mjolk if they want a room-temperature yogurt starter. I get almost no complaints on those two.
To the OP, I would recommend letting it culture the entire period (including the period in the fridge) before being too concerned as the smell, texture, etc. do change a bit over the culturing period.
Couple things Matsoni is really good for (if you don't enjoy eating it as is): smoothies and frozen yogurt. I have an awesome frozen yogurt recipe on my blog that my good friend came up with using her Matsoni culture (
http://culturesforhealth.com/blog/?p=96). It tastes really great with raw honey too (making it really TF friendly when made with raw milk) but you have to experiment a bit with the amount of honey.