While I don't see the call button as something for emergencies only, I do see it as something that requests urgent attention. I try not to press it for service requests unless I'm trapped in a window seat and I'm in J/F.

OTOH, the one time I was probably drunkest on an AA flight, my seatmate and I were having drinks while chatting and he kept hitting the call button for refills. The FAs appeared cheerfully every time and obliged our refill requests. Never thought I could drink so much between DFW and LAX...

I've never seen an indignant reaction to someone pressing the call button (on AA--I sure have on DL), but I sure have perturbed the crew when walking to the J galley to make a request midflight on the 77W.