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I see the label as the name of the category, not an indicator of plurality. It answers the question "What is my category name?" (answer: "Login" or "Identity") rather than "What type of things do I contain?" (answer : "Logins" or "Identities") .
It's also consistent with the nouns listed when you click the button to create a new entry.
The plural form makes sense when there's an item count that follows (Logins: 247).
Rewards is one of those exceptions, since the plural is often used (e.g. "your diligence will earn rewards"). "Reward Program" can feel awkward, since it is a Program that earns Rewards (not Reward), but it can be thought in the same way as Loyalty Program (vs. Loyalties Program).
Ain't language fun?
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