Here's a follow up on my abused wheel. I decided to take the advice offered, and save some money as well and repaired the wheel myself. I sanded down the dings with a flexible sanding disc on a drill followed by a couple of coats of Bondo. The bondo was sanded and the rest of the wheel was scuffed with abrasive Scotchbrite. As the finish was down to the alloy in places I gave the wheel a couple of coats of zinc chromate primer followed by 3 coats of silver wheel paint and two of clearcoat.
I am thrilled with the result. The only downside is that I will probably have to do the other three wheels as well!
As I had most of the materials on hand the total cost of the repair was 12 bucks for a can of paint.
Thanks again for the advice!
Rich