I never break the second rule, unless it's to thank somebody for taking the time to read and write a review. But I never remember the first rule. I knew an author who claimed he never read reviews because if you believe the good things, you have to believe the bad. I don't disagree with the logic. The problem is, as a writer, I'm often plagued with doubt. Sometimes I'm plagued with so much doubt that by the time a book is published, I can barely stand to think about it. Usually once a book goes on sale, I never revisit it, never re-read it, never remember the good times I had writing it. I know deep down inside it sucks, nobody's going to buy it, and if they do, they'll hate it. I should have worked harder on the prose, I should have tightened the plot, maybe it needed another round of edits.
I've never received a review as harsh as the ones I give myself for every single book, and I find it very difficult to talk about my work, much less claim it under my own name. Because then everybody will know I've successfully published one hundred titles under two pseudonyms, and every single one is "terrible".