Shopping carts from hell. I park uphill, if there is a slope, and take one of the furthest end stalls from the front door. The walking is good for you too.
Yes, that is a bad rock chip. My first one was to the left of my right headlight, went right through to the black plastic. I said words. And, I tried half a dozen times to paint and wet sand it smooth, to no avail. No dealer is going to try as hard as I did. I ended up noticing attrition increasing on my front end at three months. This was not going to do at all. So, I got out a quarter inch wide, flat artist's brush, and put a sufficient amount of touchup paint on a bit of cardboard, loaded up the brush, made one, smooth pass over the aggrieved area by the headlight and called it good. It's like a mole or birthmark; so, an imperfection that doesn't look bad but is noticeable once you first see it. And, it is under PPF. "Nothing in life has any business being perfect." And this experience reminds me of that from time to time.
It you try filling in that chip (those chips) with HCR touchup you won't make them invisible, but they might look good enough from five, six feet away. And using touchup is completely risk free (if you don't try wet sanding like I did; I made it look worse before I made it look better, heh!). You can carefully apply it and use a rag to wipe it away. Any haze you can take out with rubbing and polishing compound, then start over, try again. Knowing that you're not using anything that is going to compromise the clear coat removes the fear factor. And then trying to see how good you can do this is kind of fun.
In the end, if you can't stand seeing the repair at all, the only solution is the expensive one: a complete repair by a body shop.