I know what you are referring to around the buttoning point. Truth be told, I never notice it when I actually wear the coats. Occasionally if I have the coat buttoned and look in the mirror I may see it a bit, but trust me that this is a case where the photograph makes it look worse. I think a big reason though is that most all of these photos were of the coat within a few days of it being shipped over and taken out of the box. I should probably give them more time before taking any pictures.
The final photo of the blue herringbone tweed I've had since last winter and took the photo a few weeks ago and that shows the least amount of shirring around the buttonhole. I don't think that's a coincidence. And to further the point of breaking in and photos being deceptive, here is a photo Matthew took of me at my recent fitting where I wore my tweed suit that day. Just about no shirring here (and yes my right shirt sleeve is long on this shirt for whatever reason).