I sorta said the same thing in another thread, but based on my experience with the Cognac, I don't think you will see anything like the picture above through "normal" handling. If I remember correctly, the picture above was from a review. The scratches look like they done to test the material.
My Cognac back is about 4 weeks old and has a few small dings, but no deep or noticeable scratches. It lives in my pocket, the cup holder of my car and on table tops at coffee shops. I don't bang it around, but I am not intentionally careful about it, either. The picture below isn't great, but maybe you can see how well it has held up.
I am expecting to get some scuffs and scratches. As I said in another thread, on my devices I have embraced the "Millennium Falcon" effect that shows love and adventure.
-rd