Finally (I know, I said I was done already; sue me) I think what a lot of pedants forget when discussion fascism is basically that it's not 1930 anymore. Nazism and The Holocaust DID happen. Society has a memory about how embracing fascism turns out, so unlike say Nazis and Italian fascism, you can't just pop out and say "hi, we're the fascists" with a smile on your face anymore. Fascists KNOW describing themselves as FASCIST will impede their path to power, so they've adapted their sales pitch.