Agreed. It's counterfeit intellectualism.
Anyone with comparable cerebral development doesn't need a $20 logo and an overused noun to feel as though they fit in. True enough, a simplistic label can help like-minded people get together and talk about interesting subjects, and I do enjoy pissing off religious people by wearing my Atheist t-shirt. Challenging a person's world-view isn't going to be made any easier by having a cheesy label.
Intellectuals don't spend their time thinking about what they're going to call a social movement of rational people. That just seems, irrational and self-centered.