I know what you mean Chris!, I felt the same the first time, in fact, I was asking myself how am I supposed to write anything following all of these rules!

Sounds really hard to follow I know, as mentioned in the article, these are general rules, of course we wont be able to follow it strictly all the time.

Regarding the else keyword:

If applied with a bit of common sense it can lead to good software design by making flows more linear.

Think of polymorphism or specialised classes, of course at some point or place in your code you might need to include an else statement and that is fine.

The main idea of this is to avoid complex code with no reason.

Regarding the one dot per line, it helps to create more loosely coupled code, if a class knows too much of the "implementation details" of other class then you are coupling too much by knowing too much, which will lead to breaking stuff when a dependency that is not close to you changes how they implement something internally.