from post #1, if purely reactive load means the generator has to do no work, then why is it accounted for? and when a plate says 120v 10A is that meant to mean apparent load?
It is accounted for because the generator windings and the interconnecting wires must handle the very real current associated with the reactive load.
And the nameplate current is always the actual current, regardless of phase angle. As such it does not directly tell you what the load power actually is. You would need to know at least the PF too.
For switches, fuses, breakers, etc. their rating is for first of all the current they can carry (for more than just a few seconds) and second for the current they can interrupt and the current surge on make for a particular load.
The first part does not depend on the characteristics of the load.
The second part will be different for resistive loads than for inductive or motor loads. The inrush may also make for a different rating for tungsten lamp filament loads.
In the case of a generator the nameplate lists current regardless of power factor and also lists maximum real power by listing a wattage. You may also see it listed by real wattage and worst case allowed power factor.