i press the heck out of mine during the quilting. it helps me find the spots that don't lay flat naturally so i can take the sledge hammer to 'em in hopes of making them cooperate.
i sometimes press/iron them after they've been washed, too. i know they don't stay that way, but i like how crisp and fanch-shmancy they look right after pressing.
this from a woman who rarely makes the bed because i'll just use it again real soon. go figure. :roll: :lol: