If books are so easily and casually "pressed" and "restored" I can't help but wonder if it's such a big deal after all. If it became an accepted practice, with the stigma of restoration removed - and provided it doesn't actually harm books in the long run - then i could see the possibility of its use actually decreasing since it would no longer be such a "big deal." I mean, if we agree that greed (or at least a desire to drive up selling prices) is a prime motivation behind the current pressing practice, maybe buyers would think less of paying multiples of guide for a "flat" book if they simply assumed that slightly "lesser" books could be pressed flat instead. In other words, if easily pressable flaws had less of an impact on grade/price, then fewer dealers might even take the time/money to engage in it.
Either way, it doesn't affect me much. I'll take my horns off now...