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The Shorter OED has, as one of their definitions for wish: "Have or feel a wish, desire, or aspiration for; be so disposed that (if possible or practicable) one would like". It even mentions: "wish list a list of desired objects or occurrences".
So that seems to cover it ... except, as relates to a book wish list, I would probably add the caveat "some day ... maybe".
Given the various reasons people may have to put a book on a list to keep track of (see issybird's list of reasons for examples), calling it a "wish list" seems a succinct way of describing its purpose.
I've not yet found a service that makes their wish list mandatory, so anyone that does not wish to curate a wish list does not have to do so.
These days Kobo usually manages to let me know if a book on my wish list comes on special. Of course their idea of "special" and mine don't always coincide, but still, it does make the list more directly useful.
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