SHOULD - Should really be there. It's not MUST, you can ignore it but do not come crying if your email is not delivered to some of your customers ! you should have though about that before.
I don't think this can be interpreted as simply "should is optional".
Only once you have satisfied:
> but the full implications must be understood and carefully weighed before choosing a different course.
In other words, you better have a damn good reason for deciding not to do it.