I've been having this problem for years. One button never worked while many worked only after repeated mashing of the button. Finally pulled the boards apart today and pulled off one of the blue rubber caps. I inspected the black pill in the back of the cap and measured resistance, which varied from 70 ohms to 500 ohms depending on where I touched. Lightly cleaning the black pill seemed to actually increase the resistance. After I made sure I was able to reinstall the cap (tricky but doable) I pulled off all the caps for the hvac. I inspected the caps and saw that many of the black pills had two parallel shiny lines on them, from where they were making contact with the metal pads on the switch when depressed; those were areas of higher resistance - sometimes kohms.
I thought that if the caps were reinstalled in a random position, then it is very likely that any shiny/high resistance areas on the pills would be in a different position, allowing the part of the pill that wasn't worn out to make good contact with the metal pads on the base of the switch.
Even though the metal pads on the switches looked like they were in good condition, I sprayed electronic cleaner directly onto them (CRC quick dry electronic cleaner with straw attachment) then reinstalled the caps (I did not clean the switches). It took between 1 and 5 minutes to reinstall each cap depending on how much trouble it gave me. I did tear one cap when I went to pull it back out in frustration so be patient - good thing I had a "spare" cap since one switch isn't actually connected to a button.
I put it all back together, plugged everything back in and fired up the truck. The first try every button worked with just a light press.
It's possible that pressing the switch harder, such as by reducing the distance between the switch and the button, the contact area changes enough to trigger the switch.