Yes, giving something a rebrand, and calling it 'New, Improved Feminism' makes 0.000% difference to the impact it has when all that rebranding has done is change the name.
I've never really got to grips with the rules-based approach to things like feminism (or politics, or sociology etc). I prefer to think for myself, and not wait for someone else to tell me which group I belong to and therefore what I should be thinking or doing.
To me, 'feminism' is about foregrounding females. Not necessarily at the expense of others, as that would clash with other beliefs I have, such as socialism. I wouldn't defend the right of a woman to exploit a male worker, just because she was a woman, for example.
That may, or may not, be intersectional - I don't care, really. To me is it just common sense, as a desire for fairness underpins most of what I think and try to practise. If someone wants to categorise the thinking so that they can teach it to the youth of tomorrow they can crack on, but I won't be driven by other people's categorisation.