I agree that pressing isn't black and white and it goes way beyond the ON button. I've had good results as in gotten out spine rolls, removed trace lines, taken out creases of course, flattened waviness, etc. But at the same time I do this for myself. I don't try to offer my services to others or try to make money off of it. There are many small tips that I've learned over time that make a big difference. So yes, if you just go out and buy a press today and slap a book in it and turn it on then first and foremost there's a good chance you'll ruin the book, and beyond that there's an even better chance you won't see any real results. Pressing is definitely an art, but I think anyone can do it with the right knowledge. I've seen a lot of cases where people who press and charge for it are extremely guarded about ever giving even the slightest tip. I don't claim to be a pro, but I've always been willing to provide the info I have if it might help a fellow collector/presser.