There is nothing new about progressives labeling themselves as such.

Agreed. But where have the 1960-1980 "liberals" gone? The word is now used mostly as part of "neo-liberal," which uses the nineteenth century meaning of "liberal" and refers mostly to free-enterprise market capitalism. I can see how the opponents of "neo-liberalism" need something less confusing than "liberal." I suppose "progressive" is as good as any.