My front wheels have tearing rash on the lips. i have never hit any curbs or the like, and there is plenty of sidewall on the tires. What gives???

 

Either the wheel was damaged when the tire was mounted (not likely - most machines today are "touchless"), or you rubbed up against something. Are you sure its damage to the metal, or is it possibly the clear coat or paint coming off the edges?

 

Oh, its definitely rash. the metal is just swiped to hell.