Yeah, so there is less chrome plating today than their used to be because it's environmentally unfriendly. Not sure if that's also the reason for these "high polish" wheels today, but a lot of people mistake them for chrome.
What I have found is the same as some others have mentioned, that when they polish the aluminum prior to the CC, they don't exactly do an Autogeekian job, I spent a long time trying to polish some swirls before I came to the conclusion they were UNDER the CC.
But it's ok, after too many winters of road salt, I had the wheels refinished and clear powder coated. The wheel shop sent them out to be polished, and then proceeded to powder coat over some etched spots that the polishing guy missed AND some black polishing residue.
This will be fun when my wife tries to get me in for dinner and I yell back "I'm just trying to get this brake dust off, but it almost seems like it's under the clear..."