Mainly because learned from the mistakes of the right, likely read Siege. Do you know why they chose "Rise Above Movement" as opposed to "Right-wing party", "alt-right", "NatSoc Party"? The name was likely chosen to reduce infighting so that there wouldn't be debates about how "right-wing" a person is. See pic related.
Any right-wing leader who hasn't read Siege is wasting their time by reinventing the wheel. It's not a pipebomb making manual, it's a set of articles that constructive criticize right-wing movements. Listen to the commentary by Alex Linder here: archive.org/details/Siege-by-James-Mason-1980-1986