I didn't do so well in Physics 1301, so take this with a grain of salt...
I'm sure most of you know most or all of this, so feel free to skip through to the end (or correct me).
On one level, when light is reflected, it bounces off at an angle equal and opposite to the angle that it came in at ("angle of incidence = angle of reflection").
With a very reflective surface, it looses very little energy in the 'bounce.' For a less reflective surface, if looses more energy, and is maybe bounced around more.
On another level, when light is reflected a photon is absorbed by an atom's electron, which jumps up all excited and then tosses another photon out using the same angle principle stated above (why? I don't know

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In the case of an extremely reflective material (like a conductive metal), the photon released is identical to the photon absorbed, meaning that the light seems to be 'reflected.'
On another level (woo, quantum!) the photon shoots through the electron, exciting it, and the electron shoots out two photons. One is exactly equal to the original photon, save that its waves and troughs are equal and opposite: they cancel each other. The other is the same reflection bouncing off that I've been talking about all along.
So, if you imagine that you could somehow stop the canceling out, you would have perfect trasmission of light through a material. Of course, fucking around with quantum mechanics like that is, as far as I'm concerned, impossible.
And WTF is a "plasmon" anyway?