I agree that declaring 'this is fascism' doesn't persuade me to a viewpoint. I work in crisis handling, and it's never been a good idea to compare 'this is worse than that'. You could likely take any country and say 'this is a happy place' and you'd have someone else saying 'this other place is happier'. You can have 50 shades of gray and they're all -> gray. I'd rather not dismiss this claim because we can think of better examples.
I'd be open to hearing in what ways the US demonstrates fascism. Under the old [Presidential] administration I do remember the blind nationalism and racist overtones.