What is obvious to all but the corporate scene is that when the alt right criticizes a political adversary on normative grounds, they never actually care about the reasoning they give - they just use whatever logic they think will take down the target, because if they said what they really thought, they know that nobody would listen to them.
For example, Hillary Clinton.
The alt right criticized her at times for corruption, globalism, overseas militarism, having health problems, and defending sexual predators. Then they proceeded to push somebody who was worse on every single one of these things.
Why did they really oppose Hillary Clinton? Because she is a powerful woman with an annoying voice. But if they came out and admitted the true reason they disliked her, their shallow petty bigotry would be revealed and nobody would listen to them.