Not at all, what I am saying is that it is a trick used by cheap rifle scope manufacturers to make you believe their products are as good as more expensive product.
Each time light goes through a glass/air interface, about 5% of the light is lost. What lens coating does is reduce the loss from 5% on down. Lens coatings will not ADD to light, it can only reduce the rate of loss. So no riflescope has 100% light transmission.
One example that I have talked about on other forums is a test a few years ago from a German Riflescope magazine, where they compared many of the top scopes in the world and actually measured light transmission loss and many other things. The best highest transmission percentage was a lowly Nikon riflescope at 92% or some such. It beat out the Schmidt & Benders, US Optics, Nightforce, Swarovski, etc.
But light transmission is only one aspect of the whole thing. I am sure that you are familiar with the fact that when it gets dark, by simply dialing down the magnification of a variable, the picture gets brighter. Also, you eye adjusts to changing conditions. In bright sunshine, your pupil is constricted to maybe 1mm so that a 4X40 scope is way overkill during the day time. But at dusk as light fails, your pupil opens up to 4, 5mm or more (if you're younger) and can capture more of the light that is being transmitted to your eye.
This is why hunting scopes have bigger objectives for the magnification than target scopes. For instance, my target scopes are 36X40. This gives an exit pupil of 1.33, I can assure you that these scopes are only usable in bright daylight. On the other hand I have a tactical scope like a 2.5-10X44 on my hunting rifle. At dusk the other day, I was simply amazed at how bright the thing was and I kept it at 4X.
So a big objective will allow you to see better when it gets darker, but if the light transmission is poor, that light will get eaten up in the scope. Thus cheaper scopes may have larger objectives and during daytime, they will look as bright as expensive scopes, but come dusk, they crash and burn even with their big objectives.
This is why it is important to understand how scopes work and to compare like for like. There are reasons why some scopes are more expensive than others; lens quality and lens coating are two aspects, but there are more.
Bigger objectives represent more bulk and weight on a rifle but if I lose 20-25% of the light going through poor lenses, I need to start with a bigger objective.
Bottom line for your answer is that it depends on how you will be using the scope, or perhaps more like when are you using it.