Hi Smacuser, thanks for your response.
I'd say deck rebuild involves a bit more creativity & expertise, but rebuilding a commercialized coil is not very far off from it I feel. It involves opening and cleaning the coil body, choosing the wire (mesh or coiled wire), and installing it with wicking (choosing the cotton type, density, etc).
I guess at the end of the day it mostly boils down to semantics & common/standardized definitions, isn't it?
For myself, having done both, I'd say rebuilding a commercial coil is a bit more simplified, but it's still a rebuild nonetheless.