Rules do not update order state

oops.. links in the UL are broken.. refer to attachments below.

This actually seems to be happening by an EXACT duplicate of the default rule in code:

/**
 * Implements hook_default_rules_configuration().
 */

function themegeeks_core_default_rules_configuration() {
  // Store the customer profile entity info for use in default rules.
  $customer_profile_entity_info = entity_get_info('commerce_customer_profile');

  $rules = array();

  // Add a reaction rule to update an order to the default status of the pending
  // order status upon checkout completion.
  $rule = rules_reaction_rule();

  $rule->label = t('ThemeGeeks - Update the order status on checkout completion');
  $rule->active = TRUE;

  $rule
    ->event('commerce_checkout_complete')
    ->action('commerce_order_update_state', array(
      'order:select' => 'order',
      'order_state' => 'completed',
    ));

  $rules['themegeeks_order_status_update'] = $rule;

  return $rules;
}

I've only changed the label text, the order_state value, and the index for the $rules array.
So in testing, this is not working via creating the rule in the interface OR in code.

Not quite sure where this issue should be (Rules or Commerce)