You're misinformed there. Zero finish has been in use for 10–15 years and is nothing new.
According to the manufacturer Scanavo, Unforgiven (released in 2015), V for Vendetta (released in 2016) and Hacksaw Ridge (released in 2017) use a zero finish.
steelbook.com
Re-watch the story of "V" in the V for Vendetta SteelBook edition which comes with zero varnish and a debossed title treatment.
steelbook.com
The biographical war movie received fantastic reviews, which makes the Hacksaw Ridge SteelBook edition is a great addition to your movie collection.
steelbook.com
What I always find difficult is distinguishing a zero finish from a satin finish.