veneering end grain?

What will happen if you veneer end grain with hot melt veneer? (specifically hard maple) A month ago I made up a 18" long sample, but it was only 3" wide. It has bent into an arc. I should have veneered both sides, but I didn't think of it; it was the only long piece of end grain I had using a wider piece wasn't possible. I can't be the first person to have thought of this, so perhaps you can let me know what happens over the years.
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There's a great two-part video on veneering on the FWW site right now. Spent about half an hour with it the other night, whilst SWMBO was watching the never-ending coverage of the Olympics....
Patriarch
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