This is something which is a result of excessively hard coatings. The modern trend in aftermarket protection is super hard coatings because they provide resistance to abrasion - there is little argument about that. Unfortunately this is only one piece of the puzzle. With a regular sealant or coating, the surface is (relatively) soft. Abrasion results in minor damage, likewise a stone impact will leave a mark. With a hard and brittle coating, the mild abrasion does nothing but, if the force is larger, such as stone impacts, it will go beyond the plastic limit of the coating. Think of comparing plastic with glass - plastic will mark, glass will smash. So the hard coatings are extremely strongly bonded to the surface so when the smash/shatter when subject to adequate force, they will rip apart the surface they are bonded to. This behaviour is actually well known from the wider coatings industry.
So the summary is that very hard coatings are excellent for abrasion resistance, resistance to swirling etc. but they are more prone to stone chipping.
I would be very interested in seeing the coatings guys address this - to my knowledge, the fight is almost exclusively about who produces the hardest... but the elasticity and plastic behaviour is (IMO) crucial.
ps. This is not appropriate to traditional sealants, they do not bond strongly enough to give this problem.