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The exception I would make for adults is as part of a going away present - perhaps a minifig of themselves, or something like that...
But that's because going away presents are very different to all other presents. Birthday presents and Christmas presents should be all about that person and what they love...not what you would like to receive.
A going away present can be a mix of what they want and something of yourself, as you might want them to look at it and remember you (and a Lego figure will probably make them think of you fondly anyway).
On the other hand if you buy some who doesn't like Lego a big set it's going to seem a bit odd and they'll probably think you are getting so you can build it yourself. A bit like if I went and bought my wife a shirt of my favourite football team.
That being said I might make minifigs of my family for my wife.
Any kids I buy for get Lego, it's generally deemed a high quality gift and I normally have a spend limit, so kids generally get a better Lego set because I'm on the prowl for good deals, so if my limit is £20 they get a pretty decent £40 set usually. If its some random kids party they also get Lego, which I think is a good gift generally.
As for adults I have done in the past and will continue to do so in the future, there is plenty of opportunity for crossover with other interests especially with the new supercars sets. I've bought my brother classic Star Wars sets and Formula 1 sets. He was quite chuffed to learn a Michael Schumacher set I got him was worth £300.
He loves Speed Records so fancy MOCing a Bluebird boat or car or something.
Incidentally, the only LEGO gift I've given to an adult non-FOL family or friend was #30111 to my sister, who is a big fan of Harry Potter. Last I knew, she had it displayed on a bookshelf in her living room. Of course, it was a polybag and a small accompaniment to a larger gift.
Otherwise, my son isn't an AFOL (yet) and I give him LEGO probably more often than I should. :)
Apart from children, I've only given Lego as a gift to two non-AFOLs. I gave my brother (who is more of a nerd than I am) the Ecto-1 and I think it went down really well - he tweeted me pictures mid build. I also gave a friend (who is a former Navy man and avid sailor) a City boat, which he had on display in his living room for ages (might still be there) but this was only after he'd told me (in response to my collecting) that he used to have a lot of Lego as a child.
Minifigures, key rings etc I think work well as little gifts, but otherwise unless there is a trigger to give Lego as the gift then I wouldn't.
The second was the CMF Thespian for my mother-in-law, a (now retired) high school English teacher. This was pre-LEGO movie Shakespeare fig. She thought it was cute, but I certainly did not expect her to jump into building because of it.
This year I'm buying my dad a #10226 Sopwith Camel for christmas as last year he spent almost all his time building his grandkid's lego (even when they weren't) so its become something of a family joke.
I like the context of the going away gift but for a obligatory gift you are better to match it with their interests. It looks like we all try to match those interests.