My guess is that "traditional" Western Rite-ers are attempting (poorly) to distinguish themselves from those Western Rite Orthodox that use the Rites of St. Tikhon ("the Book of Common Prayer" rite from "the Anglicans") and St. Gregory (the "Tridentine" rite of "the Roman Catholics").
The great irony, of course, being that these (perfectly Orthodox in every way) rites were approved precisely because they were the living rites that were "traditioned" (Latin traditio "to transmit, to hand over, to give for safe-keeping") from generation to generation from Apostolic times to our own, via the two streams of catholic Christianity (Rome, and separated daughter Ecclesia Anglicana).
Those that forsake the received tradition in an attempt to re-create their own vision of "Western Orthodoxy" based on their favorite era/place/culture are the non-traditional ones.