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Any experienced painter will tell you prep work means way more than the paint - same goes for cerakote. IMO any good paint or cerakote finish is 80% prep work. If you don't have a good base for the paint to adhere to, you're screwing up right off the bat.
I'm sorry a few bad applicators have left a bad taste in your mouth. I'm simply going off of my experience. We've coated hundreds of slides and have yet to have someone complain of their finish flaking or chipping. That simply doesn't happen with properly done cerakote. I have seen it scratch and I have seen it wear. I have never seen it flake or chip when done the right way.
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Then I guess it is safe to say that I have spoken to some experienced (and certified) applicators. It may very well be that those whose guns you have coated have not used those firearms in a day-in, day-out manner, which in this case, includes going in and out of a holster every day, getting bumped into tables, seatbelt buckles, you name it. In fact, more often than not, those who go out of their way to have a gun refinished typically will baby their pistol afterwards, in either a conscious or subconscious effort to keep them in good condition on account of the money expended.
Cerakote sucks. Duracoat Sucks. Gunkote sucks. Alumahyde I and II both suck. The list goes on. The common denominator is the fact that they are painted finishes. Even applied over parkerizing where they can grab hold of the existing finish, they still can scratch and chip/flake easily.
I don't fault you for making money on it; a man deserves to earn a living in whichever manner he's carved out. I have not seen the claims come even remotely close to holding true in regards to long term durability. In fact, the only aftermarket finishes that I have seen that actually hold up to all of that is hard chrome and NP3. Everything else is just temporary.