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Hi Jools,
How we edit an image should be determined by just one criteria and that is simply how does the photographer perceive their final image to look. If you want the image to look like an accurate description of whatever scene you're photographing, at the time of capture, then very little editing should be required to achieve that. However, if you wanting it to look more impressionistic then it will be subjected to a lot more editing to achieve that look.
Finally, if you're captuing in RAW, your image will look flat until you start to edit it and the harder you push the curves and levels the more processed it will look. I have to say that certain images do not need to look really contrasty, but others will always look better with more contrast. The actual criteria changes for each shot, but the definition remains the same, it's how we want the image to look and how we want to present it to our audience.
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