One interesting consequence of the Internet is that we're becoming very aware that for every label you could ascribe to yourself, there is some group out there who holds a deep, visceral hate for that label, so deep that they wish you would just cease to exist. I guess this was probably the case beforehand, but without instantaneous global communication, you generally weren't aware of the people who hated you. I remember that when I was growing up, terms like "American", "patriotic", "tolerant", and "generous" were unambiguously good, but now for each of those there is some group who considers them a dog-whistle for people they despise.
The term itself was hardly known/in use to the general public before the crash 2008 and occupy. Since then it was only known as basically a different word for greed.
As another commenter (who obviously decided to delete his comment) wrote here, I also doubt that a re-branding will ever be successful. It's not like coming up with a new term in economy is something hard to do.
Also, the term is still not known/in use to the general public. The set of people who are politically active via Occupy, Tea Party, Trumpism, #Indivisible, etc. is a small subset of all people, and relatively disjoint from the set of people with successful Internet-based businesses.
I think that the existence of the AMA itself proves that at least in some circles you can.
Take a look at this for example: https://twitter.com/r_neoliberal/status/974992740982370305?s...
Chief Neoliberal Shill is clearly a joke, but these people do believe in the positive consequences of what they're doing.
