This sums up the situation pretty well. I am one of the people that completely ignores EULAs and lists of rules.
Well, I ignore EULAs too, because they are illegal and thus invalid where I live. I do however read the rules when I frequent a place, out of courtesy and sheer will to self-preservation: When in John's house, do as John says. And that's kinda the core of the problem: You can lead a horse to water but you can't make it drink.
Or, before a user makes their first post display something along the lines of "You are about to make your first post on FAKKU, make sure you understand our rules and posting guidelines before you continue". And link them to the rules thread.
Just be sure to make it huge, bold and red. And no more than three words ("READ THE RULES!" (big fuckoff red arrow -»)
THE RULES). That would at least increase chances of it being noticed.
Edit: whoa whoa whoa, is this thing supposed to allow HTML?