The other side of this, is that most people don't want to carry around a case that is built to stop bullets and feels like it. Here are some tips to find that middle ground:
1. Buy a glass screen protector -Pretty much any phone that you buy is going to Gorilla Glass which prevents scratches and does a good job of doing so. The Gorilla Glass alone however does not protect from all scratches and will not protect from most drops. I am not a fan of plastic screen protectors as they negatively affect the the feel and look of the screen. Glass screen protectors ,like the ones from iloom, increase the protection to your screen without bringing down the quality of the experience.
2. Stop carrying the phone in your back and front pockets - These should be obvious , but they are not!
3. Buy a lot of cases - I think that people get tired of their phone cases and want that premium look and feel of their naked phone. This often is followed by the immediate drop to the pavement. Get a bunch of cases so that you keep the new feel to your phone and maintain protection as well.