Why can't they be honest about it, why dance around the point?
You can't cook a nice Thankgiving turkey by throwing it in an oven at 50,000 kelvin for 60 seconds. You can't make an extremist in a single conversation. Fascists, when not hegemonic, do not openly state their affiliation or goals because that would make them complete and utter pariahs. They just inch people over to them, bit by bit. It's more effective at recruiting, socially advantageous for the individual, and gives believers some way of justifying the things they wish to do (ie., "I was a centrist, but I was forced to become right wing by the crazy left!")