It's not making more of atheism though. Using a term like New Atheist no more applies to atheism in general than the Young Turks applies to the youth in Istanbul.
Atheists get annoyed at people misusing the term atheist, which does happen and is fair enough. My point was about people still getting miffed when it is perfectly clear from context and usage that the user is not talking about atheism in general, but a easily identifiable sub-group of atheists.
We're not going to agree on this, and we don't need to. You completely have the right to use Atheism and atheism to mean two different things. But I have the right to be miffed. As soon as somebody makes atheism mean more than mere atheism, it gets just a little harder for me to explain to some people my philosophical position. You can disagree, and say that's not the case, and that's fair enough. But my argument was never that 'atheism vs Atheism as a distinction' is wrong. It's that, as an atheist, I don't like atheism being used to mean more than (in my mind) it does.
To be clear, I don't like the term New Atheist. I don't care if it's atheists or theists using the term. I know what is meant, and it conveys meaning. But I don't like it.
I also don't like our more racist and conservative political party in Australia constantly using the Australian flag as a backdrop and calling themselves OneNation either. It doesn't have to be wrong, in any sense, for me to find it unsettling and miff-worthy.
Whilst I respect your opinion on this, and understand your point, we don't share a common view.
That's okay. At least we can articulate our reasoning to each other. One the list of 'things that **** me off', terms like New Atheism come in at about 47821 on the list. I still listened to Christopher Hitchens, for example, for all that I didn't always agree with him. I still read some of Sam Harris' stuff, for all that I disagree with him regularly. But there it is.