How do I remove scratches and marks on the glossy LCD

I've a slightly more than 1 year old MacBook C2D.

While cleaning it with the Apple supplied polishing cloth one fine day, I didn't notice there was some stuff on the screen or on the cloth that left a nasty line along with my wiping direction.

On top of that, my keys are also leaving some marks that cannot be removed. I've tried a few brands of LCD wipes so far.

It looks real horrible when I turn the screen brightness to 0.

And it affects me when I'm cleaning up photos.

My question will be, is there anyway to polish off these scratches to make them less visible?

Am really hoping I don't need to spend the money to get a new LCD.