Under his leadership, the site grew to be the "premier website of the 'alt-right' — a loose-knit group of white nationalists and unabashed anti-Semites and racists," as the Anti-Defamation League has put it — and began using the term "Big Gay Hate Machine" in 2015 in headlines and in copy of stories related to gay rights advocacy organizations — sometimes dubbed "the militant LGBT lobby" by the site — pushing for equality.