This gets a bit (more) complicated in light of the way the BW animators used the Matrix as Optimus Prime's Spark Chamber in Optimal Situation, but can be salvaged with the throwaway Rhinox line about Optimus' Spark becoming 'one with the Matrix'. This would also help explain the Optimal Optimus upgrade insamuch as the (cartoon) Matrix has historically been shown to upgrade Hot Rod into Rodimus, with the permanent nature of Optimal optimus' upgrade explicable by the 'mingling Sparks' bit and/or differences between Maximal and Autobot technology (greater adavances in the former and/or the 'liquid metal' components). But then you run into the problem of why did BW Megatron also get a permanent upgrade? 'G1'/Guzzler sparks in Maximal/Predacon tech could cover it, but I'd suggest it's at least partially due the resilience of G1 Meg's Spark/will to live - he sure cheated death enough in the original 'toons.