The Tea Party was commandeered by a bunch of incoherent reactionary rubes. The alt-right has a clear message and actual method of delivery: (i) white, straight males are under attack and that is all that matters in public discourse, more important (BORING!) economic and legal considerations be damned, and (ii) snarky irony-immune, pseudo-intellectual social media groups and virtual mothers basements. Shapiro and Rubin are absolutely alt-right. Peterson not so much. He just happens to cater to them disproportionately.