Actually, with AppleCare+, it makes much more sense to have your screen completely smashed with a "drop" than use your phone as always before (up until iPhone 11 came out) and get scratches not covered by AppleCare+
Smash the screen: AppleCare+ gets you a new phone at reasonable cost. Scratch the screen using your iPhone the same way you've done for past 10+ years with previous models – without a screen protector – and see the resell value & pleasure of using your iPhone plummet.
Business-wise this makes sense for Apple (less AppleCare+ incidents) and for screen protector manufacturers (honestly every iPhone 11 should come with a $20+ protector pre-installed).
Yet customers who use their iPhone 11 the same way they've used every iPhone before end up getting hurt with the "toughest glass ever" on an iPhone.
Go figure. My take is that Apple left something out from their advertising, but that's just me.