We might think of a fantasyland like the chocolate factory as a place that doesn't have any rules (there are square treats that look round, mischievous Oompa-Loompas, and all kinds of logic-defying sights). But it does. Willy Wonka is forever telling these kids (and their parents) to keep their paws off the merchandise. Yet, when we stop to think about it, these are not just rules – they're good advice. Willy Wonka is looking out for the kids' safety and, of course, the safety of his precious chocolates. So it makes sense then that Charlie wins the factory. Throughout all of Charlie and the Chocolate Factory, he's the only kid that followed the rules, which is to say, he listened.
This book isn't about rules at all. It's about listening and following instructions, and that's just good old fashioned common sense.
You can't blame these kids for breaking the rules – it's entirely their parents' faults.