On my stock rims, I just went to a local body shop and fill in the scratches with clearcoat. It doesn't get rid of them, but helps them hide much better. I really don't care much about them because they'll be my winter beater rims and I'll be getting new rims next year anyway.
Also, another route to go is check the personal classifieds... I saw someone selling stock wheels with tires for like $170 shipped I think for all four.
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