I think it helps the liars if they get everyone else using their bullshit lingo. Why say "alt fact" when you mean "lie"? The only effect it has is to give them credibility and remove some of yours. The article does the same. I'm trying to get at the general point of not using the enemy's made up language and playing into their hands rather than any one specific use of the term. The English language has plenty of terms for lies and liars. Let's call a liar a liar and stop empowering them.