I have recently read an exchange of views on the vexed issue of age guidance (see http://www.thebookseller.com/age-guidance for some great comments). In true Libran fashion I have been see-sawing for a while but have finally decided that there must be lots of people out there who need a bit of a steer on such issues as what sort of material might be appreciated by their 11 year old computer mad niece or whether 'The Very Hungry Caterpillar' would go down well with their two year old grandchild.
If someone knows the abilities and tastes of the person they are buying for, they will more than likely choose whatever they feel would be appreciated. However, not everyone is in that position and having to spend time reading the backs of lots of novels and flicking through the contents to assess its suitability might well result in the purchase of a mobile phone holder instead. If it makes it easier for books to find their way into more hands, I am all for it.
Of course, this has nothing to do with the fact that my own books have age guidances stars on them!