It's true! The "Scratch Shield iPhone Case" is in development now, and uses the same technology already utilized by Nissan. The case (or paint as it's used now) derives from a compound called polyrotaxane, and would be able to fill in scratches, dings, and other disturbances by itself. It's being tested out now so stay tuned, though it probably won't be cheap.
Side Note: Fuck S.O.P.A.!!