after add 
BUS=="USB", SYSFS{model}=="FlashCardReader", NAME="sdcard"
to /etc/udev/rules.d/udev.rules:

bash-3.00# udevtest /sys/block/sdb block
main: looking at device '/block/sdb' from subsystem 'block'
add_to_rules: error parsing SYSFS attribute in 'BUS'
main: opened class_dev->name='sdb'
udev_rules_get_name: rule applied, 'sdb' becomes 'sdcard'
create_node: creating device node '/dev/sdcard', major = '8', minor = '16', mode = '0660', uid = '0', gid = '6'

but after create file with equal rules named sd_card.rules:

bash-3.00# udevtest /sys/block/sdb block
main: looking at device '/block/sdb' from subsystem 'block'
add_to_rules: error parsing SYSFS attribute in 'BUS'
main: opened class_dev->name='sdb'
udev_rules_get_name: rule applied, 'sdb' becomes 'sdb'
create_node: creating device node '/dev/sdb', major = '8', minor = '16', mode = '0660', uid = '0', gid = '6'

wtf?