[domfletcher]

I absolutely hate it as a term. It's an exercise in rebranding of an ideology and it's a pretty clever one as well. Alternative (alt) implies that they're somehow ideologically different from the rest of the "right". They aren't, they're as you say just further right.

Also alt with the lower case a carries with it some techy payload as well which together with people like Thiel makes it look like its some expression of ideas about the future when it's mostly about nostalgia for the past.

I can't believe how easily this has been swallowed by everyone particularly the media.