I thought the beauty of fancy ceramic coatings was an end to swirl marks no matter how unfussy your washing technique was.
A common misunderstanding. If you think about it, the lacquer on your car is typically harder than any coating you apply and you can damage that, so, coating themselves are also prone to damage.
Professionally installed coatings and applicators will advise on how to correctly maintain the coating for future longevity. All the top brands will offer the products best needed to maintain your investment.
People who home apply coatings (any type really, waxes, sealants etc) tend to be very keen and mostly well informed, but obviously lack the experience of the professional/certified installers, and you would imagine they have made enough mistakes to learn from to ensure they have the safest washing and drying techniques.
There was something @big_pete had said to me before that's stuck with me, about doing stuff at home and compared it to a spray painter. Anyone can sand, paint, lacquer and polish a panel, but the skill comes down to knowledge and experience that can't be bought with all the 'best' products on the market.