I'm not going to jump the gun on this one, not that I think anyone else is, it's just that I don't think we have a complete picture. It absolutely looks like optical glass to me, so I don't think that's the issue. Instead, it's specifically the coatings. Typically, vapor deposition coatings are durable against all common, proper, optical cleaning methods but it doesn't look like a failed cleaning method in this case. Even the best AR coatings in the world will not hold up to sharp metal edges or abrasive media, which to me, looks like what happened. I've seen this to varying degree on mistreated/abused binocular and scope optics and it's usually due to a foreign object rubbing against the glass. For something that's pocketable like the W10, just one time with keys, coins, or even a foil wrapper in the pocket is all it takes. I suppose it's possible the the AR coatings were soft or defective, but some additional rubbing with some lens tissue and optical cleaning solution will tell the story. If no more coating comes off, it probably isn't defective.