One touch and you mess up the coating. Try cleaning it and you end up with a big blue greasy smudge. It goes away, but it takes a few days. Are other TV's like this? I imagine if pioneer were still making displays their glass would of been like a CRTs.
The kuros are ment to be in a high end setting where nothing can touch the glass anyway. Away from kids. But not everyone can do that.
I have owned 6 Kuros, still own 2 , the glass does not seem sensitive to me , I clean the glass every 6 months , give or take,I am not rough but really give them a full screen cleaning with a slightly damp micro fiber cloth followed with a dry micro fiber cloth , have zero screen issues , I use a flash light to look for any imperfections and cannot find any , no issues with the coating . Going on 4 years now:D
I have had my Kuro for over 4 years and have never needed to apply any water or liquid- I clean it once a week by first using compressed air to remove the larger dust particles and then I use an anti-static brush to brush off the smaller dust particles.
Coton de Tulear-IndyFab-Kuro-XBR8-Sharp Elite-LG OLED - Current Loves of my life.
I know what OP is saying Ive experienced the same thing on my 5080 Kuro, you just have to be sure the cloth is clean and I find using distilled water works best, Distilled water + microfiber cloth. (for removing smudges etc.)
If you are gentle with a smudge , it will just spread out , the little cloth Pioneer sends with the display is like taking a knife to a gun fight , get a good quality 12" x 12" mirco fiber cloth ,cleaning is very easy , the glass is not that sensitive .