Yes, and this certainly isn't to sound egotistical, but I have worn out a spot in the middle of the face of my 910D2.  I think the "paint" has just been worn away.  That's my two cents.   Black paint looks good, but might not cosemitcally last forever.

Mike

I've had my 910 19 Degree (5 wood) for a week.  First time out on the course was a little wet I got down on it a little too much and have about 4 paralell scratches in the same spot.  Won't hurt performance but it's ugly.  My old 5 wood I had for 3 years and never got any scratches on it in that spot.

Hi guys,

Thanks for the comments and feedback. Here is some more information about the finish that is used on the 910 family of drivers and metalwoods. This should help provide some more background to answer your questions. 

Titleist 910 metals feature a dark PVD coating on the face and sole which naturally wears over time.  PVD stands for Physical Vapor Deposition.  The finish is a coating (not paint) applied via vacuum deposition.  Please note that the face of 910 metals feature a PVD finish over a scratch polish and the front of the sole features a PVD finish over a high buff polish, while the crown and parts of the rear area of the sole feature black paint.

How the PVD finish wears is influenced by the frequency and condition of use.  Normal use over time will eventually wear away the finish.  Hitting balls in sandy conditions or hitting range balls covered in debris will accelerate wear.  The wearing of the coating is normal and does not influence the product performance in any way.

To keep your 910 driver, fairway and hybrid in its best condition, please clean the face and sole with a non-abrasive, mild detergent and water.  Avoid thinners, acids, solvents, and other chemicals.

Thanks again for the feedback. 

Mike's right! Best thing to always do is clean your club after every shot. You'll never see a caddy put a pro players club back in the bag before a wipe, whether it be the driver, iron or putter. Playing in Florida is really hard on the faces of all clubs. The Bermuda grass has a sand base rather than dirt as used up North. A divot isn't replaced, as it won't grow. Divots are filled with sand. Driving ranges use sand to replace all their divots and all courses use sand to fill in plugs during aerifcation. Chrome wears faster and paint wears off faster when it's confronted with the hardness of silica. Probably why VJ replaces his wedges every week!

PVD coatings are applied in a vacuum chamber. The better the vacuum level the better the coating. Typical bias voltage (Cathode to Anode) is about 5KV. PVD coatings on Titanium (Ti) are tricky. First a chemical cleaning is required, next a plasma cleaning is required. Then the PVD coating is applied. But because the base material is (Ti) and adheasive layer ~(2000 microns) of an oxide (TiO2) is essential for adhesion of the final coating. Not sure which oxides Titleist uses but they are very thin, maybe 1000 microns +/- 500. BTW Titanium oxide is a distinct steel blue color.  Good luck.

Sometimes herd mentality is expensive.

sp-

My 910D2 has a big scratch from a range ball in the hot spot.  It's distracting, but it doesn't hurt.  If you know the club pro well, ask if you can trade the head for one that's used in demoing, maybe it'll look better.  I do agree, these scratches are ugly.  Tour pros could get a new one in a snap.