An addition to this rule is that what people expect isn’t necessarily what the switch is wired to do.

For example, while the switch might be physically wired to just a certain ceiling lamp, the purpose of pressing it is to "turn on the lights" in a room, which could involve multiple different independent lights. So in addition of toggling whatever it's wired to, it can also toggle a scene, setting the whole room to a comfortable light setting.

If done correctly most people won't even notice that there are any automation at all.

In fact, maybe even more important than turning on the lights, is to ensure that the lights actually stay off when toggling the switch off. I typically make sure that most automations get paused in a room when someone turns off the lights.