> MAKEFLAGS += --no-builtin-rules
> This disables the bewildering array of built in rules ...
Oh, wow, I totally disagree. It's good to be opinionated -- that is, unless you're wrong. ;)
In all seriousness I find it terribly useful to quickly create simple Makefiles and follow idioms like CFLAGS/CXXFLAGS/LDFLAGS/LDLIBS/etc.