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Every database schema I've worked with uses plurals. Seems worth using plurals for that reason alone.

In Django, the norm is to use singular nouns for models/table names.

“The User model” sounds so much better than “The Users model”.

Plural is defined as the Noun plus an S, but is configurable in Django.

Django also prepends the app name, giving you e.g. `auth_user` instead of `user`, side-stepping the likely collisions with reserved SQL keywords.