I concur. It is always important to bear in mind who a film might be for, and to consider that audience, making recommendations (or not) accordingly.

As for when films fall short, I know I can be a bit scathing at times, but my comments are always centred on the material itself, and I try to explain why I think the elements in question don't work (as entertainingly as I can). I try to be unbiased. Not always successfully, but that is my aim. :)