Here's the idea:
In your summoner profile, under the Champions tab, you could select a champion and edit the recommended items. When this is saved, those recommended items would show up whenever you played said champion.

This would be incredibly helpful once you have a build path that you like for a champion. It saves a lot of clicking around and lets you stick to the action! If you change your build path for whatever reason, you could go back and edit the recommended items again for that champion. If you didn't do anything to the recommended items, the defaults would stay in place.