Much of what we call “Orthodox” is, in fact, a reaction against Reform. Halakha is not Orthodox, and Orthodoxy is not always Orthodox.
R’ Dr. Daniel Sperber once said in a shiur that the problem is that legitimate innovation within halakha is often shunned because there is a paranoia about appearing like the Masortim, and I tend to agree with him.
Instead of being fixated on senseless ideological issues, such as attacking women who don the tallit, or attacking those who hold that gelatin is a davar hadash, or who use a shorter birkat hamazon, be glad that there are people trying their best to follow halakha, and encourage the non-observant to explore Jewish texts, prayer, and keeping kosher and shabbos.