+1000. Especially on both of the points I marked in bold. (I own a black car and got tired of washing and waxing it monthly)
Complaints like these are why I posted a poll asking how many AW owners are also regular wristwatch wearers. Last I checked, around a third of the respondents are not.
https://forums.macrumors.com/threads/how-many-apple-watch-owners-already-wear-watches.1945688/
Coatings are just a thin layer, after all. I've not yet seen a coating which was totally wear-proof. If someone wants a watch case and bracelet which doesn't show scratches, the best bets right now are hardened tool steel, tungsten, and ceramic, along with a few other specially-treated metals. But coated stainless steel? DLC or PVD or whatever, you can bet it'll wear off somehow.
Now, whether you like the "patina" or not is up to you.
I agree long term.... but not within a few months. Usually for example if you buy a cheap gold plated watch the gold may wear off quicker than an expensive one. If your expensive gold plate (watch) wore off in less than a year you would want to return it no? this was a £1000+ purchase....