The rules fire in the order you put them in. So, it's a top down logic puzzle. For example, I needed a component to drive someone back to a landing page if they had visited the page but not filled out the lead capture form. And if they had filled the form out, I wanted to drive them to complementary content. So, my first rule is if they have triggered the goal for the form completion, show them additional relevant content. Second rule, is if they have visited the page, show them content enticing them to return and fill out the form. Since the rules fire in order, this wouldn't work if the two rules were switched because, either way, they visited the page. Order is of utmost importance when applying personalization.