As for myself, I don't have a problem with it. When my son came home with his wish list, I told him that after I worked the book fair, I would come and get him, at the end of the school day, and we would shop together and get a book. I always feel that I should buy something from the fundraisers, but I would much rather buy a book than the candy and cookies they usually sell.
For me, it's a problem because it infringes on my rights as a parent, and I view it as attempted manipulation of small children and their parents to achieve the goals set by the PTA. As noble as those goals may be, the way they are going about achieving them is inappropriate, especially at the kindergarten level.
Of course, you are entitled to your opinion, and should not be flamed for it.