Rules or filters ... I guess it really doesn't matter. I would think that "filters" would be just more intuitive to a regular user ... and element rules are still filters, just not 'blockers'. I was thinking more along the line of "title consistency" ... "Ad blocking filters" and "Element hiding filters". Or maybe you could just call ALL of them "Rules" for even more consistency (just thinking while typing here). How's this?
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Ad blocking rules (user created)
Element hiding rules (user created)
Allowed item rules (user created)
In any instance, I really think that "user created" is a good idea. I have had many instances were you actually had to explain to people that the "Advertisement filters" (and the others) were not part of any subscription or any part of ABP. That when you asked people is it something that THEY added, they would first be a little confused about what was actually theirs.
Some people also think that the preloaded examples are supposed to be there. Do you think that those examples should even be in there? I don't think people understand what they are for ... they just leave them there because I think they have to be. I would think it would be a little confusing to tell people that those are THEIR filters when they are already in ABP when they install it.