In the future, please wind down the usage of soft euphemisms like "alt right" and instead refer to the group by its proper name- neo-nazis.
I'm really disappointed in the quality of the discourse on both sides this election cycle. Straw men abound.
As with anything label-related, it's hard to determine who wears what label for what reasons and what elements of the label are made up by outsiders attempting to discredit the wearers of the label. But it is currently difficult to come to a conclusion other than yours given the facts I've been able to find.
As a small aside, I still hold a small amount of hope given the history of inaccuracy in the media's portrayals of 4chan. Hopefully this is similarly overblown and hysterical...