Most of the people complain to apple too, also do you really think that no one working for apple does not visit the forums from time to time? Also that he will not comment what he see here with his coworkers and team lead? On top of that, do you really think that the executives that end up reading news about scratches leading to this thread, won't open and check the posts here? And finally, do you think there was going to be any news about the problem if it was not for this thread?
Also for the ad - it totally states about scratching too, because the statement is and I quote: "It’s tough out there" while they throw different objects (some got metal and sharp edges in them, look carefully with a lot of pausing to identify them) with high velocity at the phone. It goes without saying that a high velocity object with sharp edges and/or metal parts thrown at glass can scratch it easily. Actually if the ad was real, whats happening is more likely to scratch the glass than shatter it. Dunno why you think it's just about shattering with what is shown. It's not something unreal to think that people will expect the phone screen to hold up against scratches not only as their old iphone, but better.
Also even if 1/3rd of the people here are not completely honest how they treat their phone, the other 2/3rds that got their screen scratched for few days with only face up on the table and in their pocket alone? I use naked expensive smartphones from 15 years (nokia symbian says hi) and never broke or scratch any with latest being a note 9. Face up on the table and in my pockets alone. Don't like screen protectors, their feel, their reflections, their edges, etc. (oh, I have experience on my gf phone with a 40$ one from premium screen protectors maker, so spare me how good they are) and I don't need them as I never drop my phones. What I do is putting my phone in my pocket and as I can see it, this one cant do this simple and careful way to carry your phone with you. :)
I don't see preinstalled screen protector and a case in the box, I expect the phone to be engineered to withstand a normal not abusive use. Chasing shatter resistance is all cool, but not while sacrificing that much the scratch resistance and for people like you that use case/protector - it doesn't matter if it's iphone 11 or iphone 6s, both will survive 95% of the drops and even 100% with high quality cases/screen protector, but all 100% of us using our phones as they are sold to us will get a /badly/ scratched screen in days, including those of us t hat really take care for their electronics to absurd levels like never leaving the phone face down on a surface. Also how those screens will look after a year? :)