The pretzel work is refusing to deal with Marx and instead trying to use a different term as a form of evasion. The term is just fine. People are simply unwilling to state that they are capitalists because they value long term human freedom and flourishing.
"I'm a free market kind of guy..."
I'm a proud capitalist and won't hide from Marx by avoiding his terms. It's weak and I'm calling it out. Do whatever you want, obviously, but that doesn't mean I haven't investigated the topic.