Rule 3 is still very much real. Fancy fast algorithms often have other trade-offs. The best algorithm for the job is the one that meets all requirements well... Big-O is one aspect, data is another, determinism of the underlying things that are needed (dynamic memory allocation, etc) can be another.
It is important to remember that the art of sw engineering (like all engineering) lives in a balance between all these different requirements; not just in OPTIMIZE BIG-O.