Interesting question. I'd say there are no real hard and fast rules here, it all depends on what the photographer intends to convey. The important point is to think about what you are doing. Look at what you really see in the viewfinder and decide if it is what you want to convey.
As has been discussed, there are times when the horizon isn't really level, in most cases, I would keep the horizon true to its natural form. I would (hopefully) consider the alternatives and maybe experiment with different options, there's nothing to be lost by trying after all.
The only time I would say that a non-level horizon doesn't work at all, would be a seascape. The sea on the tilt really doesn't look right, for this type of pic I'd say a level horizon is essential. For landscapes I'd say go with what feels right for the particular shot you are taking; I tend to stick with reality for these pics.
Duncan
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