Some kind of film is peeling off the leather on the center console...

What is this coating?
Is it normal that it peeled?
Can it be reapplied? If so, how?
Is it something I can do myself?
If I have to get it done professionally or at the dealer, how much would it cost?
Is this damage permanent?
What if I were to rub it completely out, will anything happen to the leather?



