One of the criteria people often use is how far you have to be from a display to apprehend the entire display. This is a factor that is bandied about a lot now that many people buy huge televisions. If you sit too close, you have to scan to see the entire screen. And I do think distances can be too short. I have one narrow hallway in which we have hung a bunch of my prints, and with one exception, they are all only 8 x 10 because it's hard to take in anything larger in such a narrow space.
But leaving that aside, I don't think there is any one optimal distance, and I don't believe that the generalization that if you go closer than 1.5-2.0 x, you aren't viewing it as the artist intended. I suspect artists vary in what they intend, and we only sometimes know. And the best for me depends on the nature of the image. For example, when viewing impressionist paintings (one of my favorite genres), I generally stand back to focus on the gestalt rather than the details of the brushwork, and I only go close when I am curious about how an effect was created. In many cases, I'm guessing that was the intent. In contrast, there are many types of paintings and photographs in which detail is part of what makes the image. In those cases, I often find myself walking back and forth--back for the gestalt, forward for the detail. I do this with some of the Dutch masters, for example. I would hope that people would do that with some of my prints.