Hmm, the rules are right but are being taken in a different sense! Lets look at the cause, firstly all object references in java are checked by equals(). Earlier on, in some languages it was done using '==' operator, if by accident someone used '=' for '==', a catastrophe. Now the question of magic numbers/constants, for a computer all constants/numbers are similar. Instead of 'int ONE=1' one can surely use 1, but will that hold true for double PI = 3.141...? What happens if someone tries to change the precision sometime later.
If we were to come up with a check list, what would the rule be address the general guideline isn't it? All I mean to say is that rules are supposed to aid, we can surely bend the rules only when we know them very well. Common sense prevails. As suggested by a friend of mine, program constants like 0/1 which denote exit conditions can be hard coded and hence magic number principle doesn't apply. But for those which participate in logical checks/rules, better keep them as configurable constants.