"The Rules" you speak of refers to the reservation hold policy. The key to this 24 hour hold is it must booked through Alaska's website or the reservation system. I recently had trouble with a held reservation on AS because I am now required to use my worthless corporate travel service so I can "save" my company money. While AS is better than other airlines in their relationships with travel agents I am quite spoiled after years of being able to hold reservations until midnight the following day online.
I was recently really burned by NW when I had a reservation on hold with my corporate travel and the fare went up to $1,600 for a 3 hour flight. (A route without Sun Country competition) I don't understand the point of holding a "seat" on a flight without holding the airfare.
I have to say that this policy of being able to reserve airfares online is one of the top 10 things I like about AS.