Russ
Istar
I totes agree. It's not like someone will throw your book across the room because you placed thoughts in italics or used too many exclamation marks. These are just guidelines to help strengthen our writing. Whether or not we apply it to our craft doesn't make much of a difference to anyone else. However, I like to err on the side of caution simply because I've seen evidence of my writing improving from listening to this type of advice.
I agree with general readership for indy folks, but I do think editors frown on those sorts of things.
And I have read reviews that complain about those things on Amazon, if they create the risk that someone may bitch about them, why take the risk when there is probably no reward?