As is a State Fair tradition, I didn't frame my cross stitch entry until the absolute last minute. Even though I made it months ago.
If you've been to my Etsy shop, you've probably noticed that the majority of the cross stitch items for sale are unframed. There are many reasons, most of which can be summed up by telling you that I'm lazy and framing is a pain in the ass. For you, the consumer, framing adds an extra expense. Professional framing would raise the final cost higher than most people would be able to pay (or so I assume, based on the complete lack of people clamoring for framed cross stitch). And, as you know if you've ever gone to a frame store ever, tolerable frames aren't cheap. So, putting it in a frame costs money. Having to ship a framed item costs more than shipping a thin piece of cloth with string all over it. Pick out your own frame, that's my philosophy.
This example is not the finished piece, but keep in mind that the picture they chose still includes what looks like hoop indentations. While this is a fairly simple design, the finished product will be matted and framed. This would probably make the $45 price slightly more reasonable, but this is the picture they chose. You probably don't want someone who won't even iron the thing for the picture to frame it (and at $45, they're framing it themselves).
Sometimes the stitches will tighten up the fabric, so you'll get bulges around groups of stitches. This may not be fixed by ironing, but the hoop indentations and hand crumpling will.
Here's the real framing process:
2. Iron some more.
3. Trim stray/extra long threads.
4. Place in frame.
5. Trim edges of fabric.
6. More ironing.
7. Place in frame.
8. Examine cross stitch from the front, curse.
9. More trimming.
10. More ironing.
Repeat until cross stitch is beautifully framed or you stop caring.