Greetings in that Divine and Most Precious Name of Our Lord and Savior Jesus Christ!
I really resent these upstart churches using the name of Holy Orthodoxy. We're small and substantially unknown in the West and all this does is confuse people, Orthodox Christians included.
This occurred often around the early 20th Century among Black churches which were all jumping on the names like "Abyssinian", "Coptic", or "Apostolic" in connection with Protestant and Baptist type congregations who were under the influence of the rising tide of Ethiopianism. Anything remotely linked to Africa was called Abyssinian, whereas there was little to zero actual connection with Abyssinia, the Coptic Orthodox Church whether in Ethiopia or Egypt, or even mutually with other so-called Abyssinian churches. To be sure, there were Coptic expatriates in America, but no Ethiopians until generally after the first Diaspora of the Italian Occupation 1935-1941..
It can indeed be very confusing, but we have a similar situation with Armenian "Apostolic" Churches here in the US, some are legit, others are renegade Orthodox, others still are heterodox churches, many confuse outsiders as to which is and isn't THE Armenian Church.
What has always confused and bewildered me is the tendency for ALL kinds of Christians in the American experience, be it Protestant, Catholic, or Orthodox, or pseudo-any-of-these to simply branch of into schism and found new churches and parishes with feigned credentials of Apostolic legitimacy. What is so tempting about America that folks lose their sense of actual tradition, historicity, and continuity that folks just feel the need to adamantly start their own parishes? The Apostles didn't function this way, neither did the Fathers (even those who were exiled or excommunicated), so why do Americans of all persuasions, across 300 odd years of history, share this rebellious nature towards self-asserting religious institutions? Is it the social influence of democracy? Is it the cultural impact of American exceptionalism/individualism?