I have a rimowa case which is beat to crap but in all honesty 95% of the "damage" shown is from US domestic flights. I rarely notice so much as a scratch from CX flights, even where there's been handling by US handling agents.
These cases are meant to show dents and scratches...that's the point. If someone expects their case to look new after a flight or two, they need their head examined. Broken wheels, etc are another story. I'm just talking small dents and scratches.