Using Rules configuration in Page Manager to select Panels variants

I've just discovered the Rules module and I've got it handling some business logic on my Drupal project... in a word it's AWESOME.

I had setup a rule to handle a number of different panel pages (via URL redirects) but then I noticed that there's a "Rules configuration" context available which also allows you to add the rule configuration to the "Selection rules" for a panel variant. I haven't been able to successfully get my rule working as a panel selection rule but I suspect I'm missing some piece of the puzzle.

Has anyone used Rules configuration in Panels to select variants? Any tips or links to resources that might be useful?