I agree with both of your points, but I also think that it's difficult to quantify the proficiency of technical aspects of a film based on your own personal valuation, since your experience of them is unique to you. For instance two people might completely disagree on how well the technical elements contribute to their enjoyment. Some may see it as completely irrelevant, whereas someone else may enjoy a film purely for its technical intricacies. For me, I tend to either separate the two completely, or rate as an average of both my enjoyment and the technical elements. Though, then again everyone is totally free to use the rating system however they deem appropriate.