I found a trail in a related question, where the questioner is trying not to show his custom account in Android settings. If you do not specify a label, the account won't show up in the list.
If you do not specify a localized string, the same thing happens. I fixed it by added an entry to strings.xml
and changing:
android:label="MyApp"
to:
android:label="@string/app_name"
Now the account shows in "Accounts and Sync" section of settings.