Touchless is excatly that. The water jets or dryer jets are the only thing that hits the cars, thus you get little to no scratches. If you go into an automatic carwash that have the spinning brushes (and their in many styles of brush types) they will leave little scratches.....and sometimes big ones if some foreign object is lodged in them. Stay away from those. Spend an extra couple of buck for the no touch, or spray it yourself. Wipe off with a clean chamois.
That will do a good job for most of us.
Now others will probably reply and go into an involved process of meticulous care and materials to use, for the ultimate car wash. That's okay for them, but it's just a car to me and I don't have that much time or patience. Don't get me wrong, My stuff is clean, but I'm not OCB