It is discussed the difference between the magnetic reversal mechanisms: i) coherent rotation, ii) nucleation, iii) unpinning of domain walls. The main argument to suggest pinning as the coercivity mechanism of Sm(CoFeCuZr)z magnets is the low initial susceptibility of magnetization curves of thermally demagnetized magnets. However, coherent rotation also implies in low initial susceptibility, since the grain size of the magnets is near the single domain particle size. It is unlikely that pinning could be the coercivity mechanism in this case, since the anisotropy field of Sm2Co17 phase is 65 kOe, whereas the coercivity of magnets can be higher than 40 kOe. Such coercive field of 60% of the anisotropy field indicates coherent rotation as mechanism. A model for describing the abnormal coercivity behavior in Sm(CoFeCuZr)z magnets is proposed.