I mean this comes off as why isn’t there a C for Cis or S for Straight in LGBTQ+? Shouldn’t they represent all genders/sexual expression? Isn’t it about equality and rights for all genders?! To be clear, I find that stance ridiculous.
Just because straight people are left out of the movement’s title doesn’t mean LGBTQ+ theory is advocating for superiority over straight/cis people, which is kind of your unspoken argument here for the “poor branding” of feminism.
And if you’re looking for the overarching term for all of this. It’s Gender Studies or Gender Equality. Always has been.
Feminism is a field of study not just a movement and it has vastly different interpretations. Liberal feminism and radical feminism are perhaps the most visible and mainstream but that doesn’t come close to all of feminism theory out there.
Feminism is very much meant to be, a criticism of, and in opposition to the patriarchy or male dominated social structures. Hence why “fem” is frontline and center. While cis-men are victims of the patriarchy in nuanced ways they are not its primary victims, and certainly not victims to the same degree as women and LGBTQ+ individuals. And pretending they are to onboard allies is a bit of a slap in the face and a watering down of feminism itself.