The way I read this (as a non-Pagan) is that there's a big group of people calling themselves pagan. Within that there are people who call themselves Wiccan, who are traditionalists and follow a certain set of practices and codifications. There are other people who have either loosened those practices to an unrecognizeable degree or simply made stuff up from other sources, yet still call themselves Wiccan. If I read it correctly it's that last group that annoys you.

Within Judaism we have a large set of people who call themselves "Reform" Jews. From a Conservative point of view we would still recognize them as Jews and with respect to their changes we would say "show your sources; show your work." Orthodox Jews would just say "no, that's wrong, stop doing that and by the way you're not really Jews either."