Not what you think I am
Hess concludes that what women do is more important than whether they call themselves feminist or not. To some degree that's true, obviously; a world in which sexism was abolished but no one called herself a feminist would be a better world than the one we've got. But we're a long way from abolishing sexism—and so I think it is worth thinking about why many of those who oppose sexism are so leery of being part of the movement that is dedicated to doing just that. Even if it is basically a marketing failure, feminism is in many ways a message. Marketing matters.

I worry about your reading skills ONTD, I really do.