Well, identifying $r$ and $\\{r\\}$ involves pretending that two things which aren't equal (namely, $r$ and $\\{r\\}$) actually are equal, so you can use the same name for both of them. This obvious could cause confusion in any situation where it is important to distinguish them. For instance, imagine if you wanted to talk about the set $\\{r,\\{r\\}\\}$: try doing that while using the same symbol for $r$ and $\\{r\\}$! Or, imagine that there is an element $r\in U$ such that $\\{r\\}$ is also an element of $U$. Then identifying $r$ and $\\{r\\}$ could be quite confusing: when you refer to $r$, do you mean the element $r$ of $U$ or the element $\\{r\\}$?
Now these examples are somewhat contrived, and in most cases you care about there is no real danger of such confusion. But whenever you start saying things that are not literally true (like pretending $r$ and $\\{r\\}$ are the same), you should be alert to the possibility of such confusions.