[delecti]

Reread the sentence:

> The indiscriminate usage of the term by the mainstream media is a strategic mistake since they are giving ground to the frame of all facts being subjective and equally applicable

They're saying that the media using the term "alternative facts" is giving ground to the very people who initially began spreading the lies, and in doing so is giving them an opening to exploit. Those people want to portray facts as subjective and all equally applicable. They aren't, and we should expect the the same people who started spouting "alternative facts" (read: lies) to begin branding actual facts as "alternative facts".