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Whurnor
It boils down mostly to padding out Rumble's power in such a way that he has a massive early game presence, which is something the regular AP-blues-start-E setup has none of. At the same time, you retain the level 4-5 powerspike you have with that setup, as well as some increased late game power. The difference between flat AP glyphs and CDR glyphs is the fact that you're giving up 11AP, which is nothing to write home about, for much increased damage output, given that you get more instances of all of your abilities. In the late game, they knock an extra 6 seconds off the Equalizer's cooldown (as compared to only 5%) - having the Equalizer up 6 seconds earlier beats the extra 11AP all day every day.
As for scaling HP yellows, I touched upon it in the guide as well. Sure, lvl 1 they only give 12HP - that's something you know when taking them. That said, there are very few AD champions which straight out beat Rumble in the early levels, since with this setup you are able to harrass them much more than they can harrass you. In those matchups, I have recently begun experimenting with a similar rune page but with armor runes. Depending on the results, I may add them as an alternative, but so far they are inconclusive. Also, 216HP less in the late game is noticeable.
The item choices follow logically from the rune setups. Rylai's is hardly a bad item, and it is particularly good on Rumble, but I find that Zhonya's as a first "big" item after completing Haunting Guise and Sorc Boots is massive for Rumble. That's not to say Rylai's is a poor choice, on the contrary - I just find that, in 9/10 games, a Zhonya's is more useful overall because of the sheer teamfight survivability it brings. Void Staff afterwards has to do with the fact that at that point of the game the enemy tanks should already have a lot of MR.
This is a general guide to Rumble - going into the minutiae of item choices in such specific situations is not only extensive to write down, but most importantly is something I believe to be acquired intuitively as you become familiar with the champion and understand what each item does for him. This is why I wrote a brief description for each item, so as to outline what each item does in general for Rumble. Depending on the game, you will want different things, but the Zhonya's -> Void Staff mid game is reliable enough for me to recommend it as a standard build path.
As said, there are different playstyles suited for different people. I used to play the "standard" way before and Rumble never clicked for me, but after trying out this way of playing as demonstrated by the unswlolsoc video, he turned into one of the champions I most enjoy playing, and have thusly created this guide, in case it works for someone else. Once again, thank you very much for the feedback, and for the discussion as well - it's important to be open to all points of view. Please do not take my reply as being on the defensive, I am merely attempting to guide you (and future readers) through the logic behind my playstyle. It doesn't mean that I discredit or think less of your playstyle - more power to you if it works that way! :)