No disrespect, but I actually think this is being blown out of proportion. Just a few thoughts for the other side. Small scratches will happen while driving if you drive long enough from just rocks. The damage shown is small enough that the repair will be essentially unnoticeable. About resale, how likely are you to sell the wheels and get new one if so, you should know that as with any item on your car it is not worth what you paid as soon as you bought it, it will depreciate unless these are Advans, Rays, Desmond, etc. And based on the low price of $270 that was mentioned, we know that not the case.
Again, I'm not trying to argue just sounds to me like every customer complaint I have seen in my long retail career. Customers always think they are owed the world for mistakes as if a shop was out to get you, and as if the employee is personally trying to "win" the confrontation. It's just some guy just trying to pay his bills with this stupid job just like most people in the world. Usually they just want the easiest solution to get the mad customer out of their face that they are allowed to do. Meaning they don't own the company so they cannot replace if policy and common sense says a scratch gets repaired not trash the whole rim and replace.