I stand by my contention that people generally apply too much polish to their shoes. I come across a lot of old shoes (in thrift shops) with caked on polish. Ruined. The worst are the brogued shoes with holes completely filled in. I don't use that wax Kiwi polish anymore. That's the worst culprit. If anything, I use cream polishes that, I think, condition as they shine. And, I will usually apply it when my shoes have some scuffs that need to be covered up. I also think that applying conditioner helps lessen those microcreases that people have been complaining about recently.
In addition, contrary to my screen name, I don't believe that shoes should have a high military-mirror like shine. That's show-offy for businesswear, IMHO.
I'm not saying that people should cake it on, but I condition and polish. Moderation is the key.