A rolled print has a memory. Wind it into a tube and, weeks later, it still wants to be a tube — it curls at the corners, resists the frame, and needs a night under a stack of books before it lies flat. We shipped that way for exactly one month.
Flat is more work and more expensive. The sheet goes between two boards, into a rigid envelope wide enough that nothing bends, and it costs us more to post than a slim cardboard tube ever would. The trade is simple: the print arrives ready to frame, the way it left the studio.
It also changes how the print is handled at the other end. Nobody has to fight a curl or weigh down the edges. You lift it out, hold it by the margins, and it is already the shape it is meant to be.
So far, in the life of this small studio, not one flat parcel has come back creased. That is the whole argument.