Yes, indeed, the so-called rules are primarily for those who wish to publish in the traditional manner. It goes without saying that if you self-publish, you can say or do or not do anything you wish. You can end every sentence with a question mark even if it doesn't ask a question; you can write the entire story in capital letters with no punctuation at all; you can leave out large chunks of important information; you can print the story right to left or start from the bottom of the page and go upward; you can do anything you wish and chalk it up to defying the rules just because you can. You have that right and no one is saying anything against that free spirit and inalienable right. And after you do all that and put JKR or any other best seller to shame, then you just may establish a new set of rules. Here's wishing you the best of luck.
No rules are set in concrete; no one is saying that. They are however a good guideline if you are indeed serious about publishing in the traditional manner. No, you don't have to abide by every single "rule" all the time -- no one is saying that -- but you just might have a greater chance of achieving the goal of traditional publication should you at least try to accommodate them once in a while. So, you are certainly within your right to knock the "rules" as irrelevant for the self publisher every time the subject comes up in a thread, but you also might want to think about just exactly why you are on a writing site to ostensibly improve your writing. After all, if you are free to follow whatever rules you wish because no one can tell you otherwise, why even bother with anything which might help one improve or be more likely to sell a story? I'm just curious because this scenario invariably plays out with any mention of any type of so-called "rule" within one of these threads. Now, I do quite often break so-called "rules" both on purpose and by mistake, but I don't simply break them because it doesn't matter one way or the other as far as publishing goes.
Having made my remarks, I suppose for the sake of "truth in advertising" so to speak, I should say that although I may end up self publishing at some point in time, I am still exploring the traditional route and expect to for some time to come. And I should also say that if I decide to go the self-publishing route tomorrow, I will still stand by the above statements. Take care. Vern