The "rules" of photography is short for "rules of thumb", i..e heuristics that you might consider in order to create pleasing compositions and captures. They are just observations by artists over the last thousand years that you might find helpful in some situations. If Van Gough thought something led to a pleasing image then it might be worth you considering it as well form time to time.
But you wont be arrested for doing what you want, you can take photos with your lens cap on if you want!
As for the golden hour, it is not so much about the white balance but the lighting. You will typically find less harsh highlights or shadows, deeper, richer colours and saturation, better tones, less haze, less specular highlights, better contrast. It is like someone put a giant polarizer over the world. Most people find this is more pleasing, and heck, people tend to like sunsets. IF you don't like that then then you don't have to shoot it! The white balance can be adjusted in post so you don't have to have the warm tones but can still benefit from the better light.
There are other benefits as well. Early in the morning the atmosphere is cooler and there is less distortion and haze form the heat which is important for landscape work. Also animals are more more prevalent at dawn and dusk so it is much easier to find them (they hide in the shade in the day). Also in many places the weather is often bad during the day, starting clear early but before clouding over early in the morning, raining all afternoon before the clouds part at sunset. Other weather phenomena can also come into play, in some places string winds pickup in the day time due to the solar heating, this can blow up lots of dust into the air educing contrast and saturation during the day. Similarly in the Serengeti the animals kick up a lot of dust in the day but early morning you can get clearer images. You also get less tourists that might get in the way.
But there are times when midday shooting is desired. When photographing deep canyons it is often the only way. For macro work then a cloudy sky in the the middle of the day leads to the best lighting etc.