Remove 'rules_' prefix

Currently, if you don't have an alias for the 'services_rules' resource, an API callback may look similar to the following:
http://example.com/api/services_rules/rules_soemthing

The 'rules_' is unnecessary, and considering that when creating the Rules component in the first place the prefix is not present it can be confusing, let alone the fact that it doesn't make for clean looking URLS.

Patch in Comment #1 removes it outright, but I'd be open to making it a configurable element.