Upload & Sell: On
I think it may be difficult to get a consensus on a firm set of "rules" that covers the majority of tasks ... often, the rules are set by the genre one is shooting ... what works well and is the status quo for one area of expertise could be too much for others, and not enough for folks working in yet another area. What seems to work for me, is I let the image, and it's inherit data dictate to me the parameters of what I can and should do to give it the most impact for the viewer ... if that means bending or even breaking a few "rules" without sacrificing image quality ... so be it.
I tend to be a minimalist, though, I feel if I have to move too many sliders after the capture, I may not have done the best job I could before I depressed the shutter release. However, If punching up a bit of contrast, clarity, saturation and vibrancy will contribute to the cause ... I'm all for experimenting just to see what it could add to the mix.
On the issue of color cast ...even using WB targets and custom camera profiles ... you can often run into problems of getting the color exactly accurate ... when working in a studio environ with total control over the lighting, this can often be achieved fairly easily ... working in conditions where you don't have complete control (like when I am shooting action night sports under stadium lighting) ... it's almost impossible to get 100% accurate color on each and every image ... so then what I strive for is pleasing color ... if it's a notch or two off of what pixel peepers would claim as absolute accurate ... but looks natural and pleasing for the conditions, I consider that a win.