You’d need to be able to replace the coatings on them. The scratch would likely be the easier part. The coatings might be hard to get. Most sold commercially are not as permanent and industrial ones are either very proprietary or require expensive equipment that wouldn’t be worth it for a one pair of lenses.
To get sorted to the top of the lists for biggest discount. To claim bigger losses in copyright infringement cases. And to increase the perceived immediacy to buy it to get a good deal to take advantage of impulse buying whereas if they have time to think about it they may not buy it at all. Plus rich people don’t care how much something costs, so you’ll get a few of them here and there buying it at full price.