Matches light when cold. You can count exactly how many matches you have. You can give matches to some one. That is, you can hand someone ten matches and now you both have a fire starter. Matches seem to store better. Flints will rust, fuel will leak. But matches waterproofed with a single coat of clear nail polish and stored in a match case will last years. Matches can be fired out of a BB gun at a brick wall for a fun incendiary round. A whole bundle of matches can be lit at once for an instant larger flame than a single match or light creates, while still remaining more compact and versatile then a road flare. Matches can be trimmed down to an inch or less for inclusion in a pocket sized kit in a tin. A piece of highly flammable tinder can be held with a match while striking in high wind, so the initial flare up instantly lights it.

I would say overall, matches advantage over a cheap lighter are their versatility.