They were always Nazis. The more mainstream-seeming “alt-right” guys were just suit Nazis. They feel more comfortable coming out in the open now, even if it’s still a bit draped in “doing it for lulz” deniability. I’m skeptical that they’re fully aware that it’ll hurt their legitimacy. They’re dug in like ticks in their echo chamber, are constantly goading each into being more openly extreme, and celebrate the push back there.