Ctsooner:
As far as how often to clean, I'd say as long as the method you use doesn't cause undue wear itself it's up to you how often you want to clean them. Jyprez says he cleans his every time and that's his choice. I don't clean mine that often but that's just how I do it.. As far as coatings and such I don't like to add stuff that can possibly build up down inside the grooves. That's why I favor steam and ultrasonics for cleaning. And again, that's my choice.
Always keep in the back of your mind when you see a new product that in marketing, the number one rule is to create a need for your product. So many times manufacturers will turn a non-issue into a seemingly plausible theoretical solution to a 'problem' you didn't know you had, just to sell you their products.. Just try to maintain a little common sense as you navigate through the world of hype we're inundated with daily..