Would be useful to add a little note in the docs about _applyDataApi().
https://github.com/liabru/jquery-match-height/blob/master/jquery.matchHeight.js#L305
In my experience, I had an infinite scrolling grid, and calling _update didn't fix the newly loaded elements.
I had set them up using the data-mh api in the CMS.
Calling $.fn.matchHeight._applyDataApi(); did do the trick, though.
And perhaps adding a note to the _update to say this is also an option.