Decision trees are an amazing tool that Flashtalking popularised.
To be clear, I think this is a wonderful tool and a massive step above the excel sheet driven approach of most of their competitors. My problem with it is that it conflates these decisions with the creative. Therefore we often see these decision points leading the creative process, leading to the horrible messes we often see within product ads (more on those later).
The idea of having creative that is dynamic doesn't require rules to be defined - creative can change themselves based on nothing at all (and often are changing at random).