I just put coated rotors on last week. The gray coating is supposed to come off in the first braking instances which should be part of the break-in period.
After that break-in the rotor appears to be bare steel but supposedly also has friction material from the pad adhered to it. The part of the rotor where the pads don't hit stays coated for.... a little while but eventually will also rust.
I've never heard of plated rotors where the plating is meant to be permanent.
the approximate break-in procedure is to do several stops from relatively high speed, to an intermediate speed but do not stop. Keep driving for a few minutes to let the rotors cool and then repeat. You want even heating around the circumference of the rotor as much as you can get it. Hopefully you have a secluded road to drive on.
You're supposed to clean off the gray material from the rotor facing before installing. At least that's the info that I'd had.
Yes, proper break-in is key. With my Akebonos I went the full range, just to eliminate ANY doubt: they said something like 3 to 5 sets at different speeds; I went the full number of sets: I'd lived with crappy, pulsing brakes on Toyota, and after getting my Golf and find that it's brakes were also crappy I was really not happy, I was determined that I was going to have nice brakes! It's a bit nerve-racking to do, getting a roadway that you can attain the necessary speeds with a light enough traffic level to be nearly stopping (slowing down) to low speeds. After about 15k miles the wear on the rotors looks imperceptible- I chalk this up to having followed the break-in procedure to a "T."
Interestingly, the break-in is supposed to (evenly) DEPOSIT brake pad material on the rotor's surface!