The synthesised output from the source (keyboard/sequencer) is already shaped as if it had been through a guitar amplifier (strong mid, rolled off treble/bass, distortion etc).
Think about this - the front-of-house sound system for a big venue has a generally flat frequency response - this system amplifies bass, drums, keys, guitars, vocals and whatever else to a venue-filling volume, and the only EQ applied is to compensate for the sound characteristics of the space itself. Ditto for the onstage (or in-ear) monitors (foldback) - they are simple with flat EQ.
A keyboard amp is usually a monitor - all the processing occurs on the instruments and effects rack, and the player just wants to hear that. The same sound is injected into the sound system. Many keyboard amps are for stand-alone rigs, and include a small mixer and mic inputs. Acoustic Guitar amps are the same, with some added reverb/EQ/chorus.
A Bass/Guitar amp is part of what defines the sound of the player, so the amp is usually mic-ed, and that mic is fed into the main system. If your rig is not based on a physical amp, and includes amp and cabinet simulation, then you can feed directly into the main sound system and use a simple monitor (like a keyboard amp or monitor wedge) to listen to the sound.
However, there is a risk when using a monitor with guitar distortion or heavy bass - you can drive the system harder than you intend. If you are feeding a heavily distorted guitar into a monitor amp - that is ok. But if you then turn it up to the point that the monitor amp also starts distorting, you may not hear it (you want to hear the distortion, after all) and you will then damage the monitor. Similarly with bass amps - the monitor speaker will reproduce all frequencies well, but will not cope well with heavy bass transients - bass amp speakers have heavier cones designed for low frequency reproduction and transients.
So - my rules of thumb:
Bass guitar -> Bass amp or D.I. to front-of-house with low volume monitor
Electric guitar without effects rack -> Guitar amp mic-ed or D.I.ed to front-of-house
Electric guitar with effects racks -> Monitor amp and/or D.I.ed to front-of-house
Acoustic guitar with or without rack -> Monitor amp and/or D.I.ed to front-of-house
Keyboards with or without rack -> Keyboard/Monitor amp and/or D.I.ed to front-of-house
Mics -> effects (reverb/EQ) -> front-of-house with monitors
(N.B. D.I. is direct injection - usually conversion from unbalanced signal to balanced signal for long runs to the mixing desk, sometimes taken from a pre-amp out jack on an amplifier)
Si