I likewise find it sad that the idea has died so much that we continue to build square wheels that were made obsolete by rule engines. I remember a futile attempt at Amazon to get a team to scrap their system in favor of a RETE based rule engine. Theirs was a poorly performing and fragile homemade "rule engine" that compiled xml rules into if/else statements, which after tens of thousands of rules had slowed to a snails pace. Somehow the magic of O(1) escaped them, and they practically required me to reimplement their system from scratch in order to convince them. So I let it go.
I had never considered the possibility of killing callback hell with a rules engine but I can definitely see it now. I personally have toyed with building a compiler that eschews the pipeline architecture with a rules engine where both analyses and optimizations are implemented as rules. I definitely think there is a world of possibilities out there, but maybe we'll need another AI winter before people consider them again.