That means the rules have changed significantly for stay-at-home moms, retirees and asset-rich, but income-poor women.
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Recently the rules have changed, restricting the number of tourists allowed to view the auctions and the wholesale markets.
"The rules have changed and the goalposts of risk have changed, " says Paul Galant, chief executive of Citigroup Inc.
Just as the rules have changed for some of the bellwethers, the older more established technology stocks have caught the eye of investors.
The most celebrated CEO of the decade gets out of bed one morning, rubs his bald head and discovers the rules have changed.
Still, due to new product launches and a resurgence of old technology names, both Microsoft and IBM have found life as the rules have changed.
The rules have changed this year for withdrawing money from 529 college savings plan to buy a computer (or Apple iPad), but not from Coverdell education savings accounts.
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I've heard it in the frustrations of Americans who've seen their paychecks dwindle or their jobs disappear, proud men and women who feel like the rules have been changed in the middle of the game.
Since her death the rules have been changed and a nurse now carries out an assessment before a patient is allowed to leave.
So complete has been the Internet revolution that there seems to be a growing consensus that not only have the rules of commerce changed, but that they have all been thrown out the window.
The Oscars have changed the rules for the original song category to ensure more songs are nominated after just two tracks were up for this year's award.
And the new rules seem to have changed the mindset of many hospital administrators.
The pair also neatly embody the stark choice that the French left has never really confronted: between a return to the old-style protectionism that Mr Montebourg calls deglobalisation, and a recognition that the debt crisis and globalisation have changed the rules, as Mr Valls urges.
The rules of the game have changed, and businesses will need to play offense, not defense, to stay ahead.
For almost every retailer, the rules of customer engagement have changed.
FORBES: Securing Customer Data: The Right Thing Is The Smart Thing
Banks, too, realise that the rules of the game have changed.
In this new web, the rules for marketers have fundamentally changed.
Is it an invasion of our children's privacy to intercept or check their text messages, or have the rules changed for parents because of the pure power and danger of technology?
The African National Congress committee did not respond to CNN's repeated requests for comment, but it has said that the new bill is needed to update secrecy rules that have not changed since the apartheid era decades ago.
But what Streisand and others fail to realize, says Michael Masnick, the tech consultant and writer who named the Streisand effect in his blog, Techdirt, is that the rules of privacy and information control have changed.
In the wake of the conflict, some Israeli experts claim that Iron Dome and other similar systems - that are either operational or in development - have changed the strategic rules of the game in the region.
But an FA spokesman would not comment apart from saying that the rules are clear and its requirements have not changed.
Remarkably, the rules and scoring system for tennis have hardly changed since the 1890s with the adoption of the tie-break in the 1970s, being the only major difference.
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The rules relating to eligibility are complex and have changed several times over the years - before it was called the State Earnings Related Pension for example it was known as the Graduated Pension.
Many firms have changed their charging policies to comply with the new rules but some at least do not appear to have done so.
The Mail on Sunday says Mr Gove, the education secretary, has changed his view on the EU partly because of the way its rules have been able to disrupt his schools reforms.
It has to be regarded as a powerful new force in a world where population growth and competition for resources have changed the economic and political ground rules for ever, apparently crippling the ability of old-style free-market economics to deliver growth.
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