I think almost any reasonable person would be upset if their rims were scratched during service. If nobody cared about the look, we'd all be driving around with ugly steelies on our rides.
The dude already admitted he was out shopping and pricing new rims on a vehicle with less than 5k miles on it...so obviously there was a reason to do so and it was probably pre-existing damage caused by his/her abusive driving behaviors. Probably covered up the damage he/she had done to it before the service and then blamed the service technician after they returned the vehicle to him/her in a cleaned condition. The dealer probably should have flagged him/her as a "scammer" instead of "fussy". I'll bet if the dealer knew he/she was out shopping for replacement rims beofre the 5k service they would not have been so accomodating to this fusspot of a customer. This dude should be driving a chevy and not a lexus!