diff --git a/packages/extension/src/manager/panes/persona-map.tsx b/packages/extension/src/manager/panes/persona-map.tsx
index 898d450..958248b 100644
--- a/packages/extension/src/manager/panes/persona-map.tsx
+++ b/packages/extension/src/manager/panes/persona-map.tsx
@@ -121,6 +121,27 @@ function standingWords(tally: ContextTally): string {
   return parts.join(" · ");
 }
 
+/**
+ * Whether the holder's own label is telling the reader anything the value does
+ * not already say.
+ *
+ * A label is a note to self — "work mobile", "the flat" — and it earns its
+ * place beside the value. When it *is* the value it earns nothing: a `company`
+ * attribute labelled "Affinidi" holding "Affinidi" drew **Affinidi · Affinidi**,
+ * which reads as a stutter and, worse, as two facts.
+ *
+ * Compared case- and space-insensitively, because "affinidi" beside "Affinidi"
+ * is the same stutter with a different shift key. Only a string value is
+ * compared: a JSON object rendered beside a label never repeats it, and
+ * stringifying one here to find out would be work in aid of a case that cannot
+ * arise.
+ */
+function labelSaysSomethingElse(label: string | undefined, value: unknown): boolean {
+  if (!label) return false;
+  if (typeof value !== "string") return true;
+  return label.trim().toLowerCase() !== value.trim().toLowerCase();
+}
+
 function staleWords(reason: string | undefined): string {
   switch (reason) {
     case "expired":
@@ -641,7 +662,7 @@ export function IdentityMap({
                                 on a card holding nothing the sentence that
                                 matters is the one about where the value is. It
                                 returns the moment the value does. */}
-                            {f.label && f.value !== undefined && (
+                            {f.value !== undefined && labelSaysSomethingElse(f.label, f.value) && (
                               <span style={{ color: c.muted, whiteSpace: "nowrap", flexShrink: 0 }}>{f.label} ·</span>
                             )}
                             <AttributeValue registry={registry}
diff --git a/packages/extension/tests/persona-pane.render.test.mts b/packages/extension/tests/persona-pane.render.test.mts
index c0605a8..ce12df0 100644
--- a/packages/extension/tests/persona-pane.render.test.mts
+++ b/packages/extension/tests/persona-pane.render.test.mts
@@ -1036,3 +1036,83 @@ test("the pane says the table did not arrive, rather than letting it look like a
   assert.match(text, /What you have decided for yourself still stands/);
   await ui.unmount();
 });
+
+// ── A label that repeats its own value ─────────────────────────────────────
+//
+// From a live pane: a `company` attribute labelled "Affinidi" holding
+// "Affinidi" drew **Affinidi · Affinidi**. A label is a note to self and earns
+// its place beside the value; when it *is* the value it earns nothing, and the
+// separator makes it read as two facts rather than one said twice.
+
+test("a label that repeats the value is not drawn twice", async () => {
+  // `sensitivity: "normal"` because `company` is unregistered and would
+  // otherwise be masked — which is how the pane the report came from was set
+  // up, and without it this test would pass on a card showing no value at all.
+  const doubled = [{ ...attribute("f1", "company", "Affinidi"), label: "Affinidi", sensitivity: "normal" }];
+  const a = agent({});
+  const ui = await render(
+    h(IdentityMap, {
+      parties: PARTIES,
+      authority: HOLDER,
+      registry: REGISTRY,
+      graph: buildGraph(doubled, [], []),
+      attributes: doubled,
+      profiles: [],
+      records: CONTEXTS,
+      history: [],
+      onReveal: async () => "never asked",
+      onChanged: () => {},
+    }),
+    { chrome: { runtime: { sendMessage: a.sendMessage } } },
+  );
+  const text = ui.text();
+  assert.match(text, /Affinidi/, "the value is still there");
+  assert.doesNotMatch(text, /Affinidi · Affinidi/);
+  await ui.unmount();
+});
+
+test("a label that says something the value does not is kept", async () => {
+  // The paired positive, and the reason the check is not simply "hide labels":
+  // "work mobile" beside a number is the whole point of having one.
+  const noted = [{ ...attribute("f2", "phone.mobile", "+65 8262 2325"), label: "work mobile" }];
+  const a = agent({});
+  const ui = await render(
+    h(IdentityMap, {
+      parties: PARTIES,
+      authority: HOLDER,
+      registry: REGISTRY,
+      graph: buildGraph(noted, [], []),
+      attributes: noted,
+      profiles: [],
+      records: CONTEXTS,
+      history: [],
+      onReveal: async () => "never asked",
+      onChanged: () => {},
+    }),
+    { chrome: { runtime: { sendMessage: a.sendMessage } } },
+  );
+  assert.match(ui.text(), /work mobile ·/);
+  await ui.unmount();
+});
+
+test("the same word in a different case is the same stutter", async () => {
+  const cased = [{ ...attribute("f3", "company", "Affinidi"), label: "affinidi ", sensitivity: "normal" }];
+  const a = agent({});
+  const ui = await render(
+    h(IdentityMap, {
+      parties: PARTIES,
+      authority: HOLDER,
+      registry: REGISTRY,
+      graph: buildGraph(cased, [], []),
+      attributes: cased,
+      profiles: [],
+      records: CONTEXTS,
+      history: [],
+      onReveal: async () => "never asked",
+      onChanged: () => {},
+    }),
+    { chrome: { runtime: { sendMessage: a.sendMessage } } },
+  );
+  assert.doesNotMatch(ui.text(), /affinidi ·/i);
+  await ui.unmount();
+});