Jesus guys, we're talking about nazis and you're worrying about semantics.
Your sense of perspective is skewed here.
How does a layperson see this site? Do they think it's a tech site testing out someone's software? Or do they see it as a gateway to Gab?
Why even do this? It's the equivalent of a local newspaper deciding to rebrand as Stormfront, it is trying to normalise a brand that should be reviled.