This person, not "these people". I think it's unwise for you to generalize about all of Atheism+ from the attitude of one blogger. Most of the other things I've read about Atheism+ have gone to great lengths to say that their movement isn't for everyone, that they're not trying to re-brand all atheism, but trying to carve out a niche for some, but not all, atheists.
One analogy I heard from a proponent of Atheism+ was with a group called Atheists Helping the Homeless. AHH has been around for a number of years and has generally gotten a very positive reception. Even though they're doing good in the "name" of atheism, nobody complains that they're making all the atheists who don't participate with them look bad.
I think you're reading way too much into an article from one overzealous blogger.
If you're serious about learning what this movement is about, a good place to start would be AtheismPlus.com. From their FAQ:
FAQ | Atheism Plus
I don't think that the name is a matter of miscommunication, dishonesty or carelessness. I think it fits just fine. I'm really not sure why you would say it doesn't.