I don't see what the big deal is, pure land Buddhists worship Buddha and other Bodhisattvas as gods and don't believe enlightenment is possible in this life, a pretty big deviation from the original teachings. There is a lot of room for different interpretations of the teachings I think, and so called 'Secular Buddhists' aren't that different from others, they just reject or remain skeptical/agnostic about supernatural claims. Buddhism has always evolved to fit the culture and times, this is only natural. However I understand that there will always be those who reject this, fearing change. To those people I would remind them that there will always be traditional communities alongside new ones so they need not worry about it too much, no one is forcing you to be a part of it. Also let's remember the parable of the arrow, as long as they take the medicine, who cares what they believe metaphysically? I for one find it amazing that others are looking to the dhamma to learn, even if they just take one thing from it, which in the west is usually meditation. The dhamma is for all, not just those who are prepared to put faith in all of it at once.
You don't approve that they call themselves Buddhists? That's fine, I won't call myself a Buddhist then, neither did the Buddha, those are just labels. I will work to learn as much as I can from the dhamma, that's what matters. I don't understand why that bothers some people so much but ok.
Vayadhammā saṅkhārā appamādena sampādethā — All things decay and disappoint, it is through vigilance that you succeed — Mahāparinibbāna Sutta
Tārakā timiraṃ dīpo māyāvaśyāya budbudaḥ supinaṃ vidyud abhraṃ ca evaṃ draṣṭavya saṃskṛtam — A shooting star, a clouding of the sight, a lamp, An illusion, a drop of dew, a bubble, A dream, a lightning’s flash, a thunder cloud — This is the way one should see the conditioned — Vajracchedikā Prajñāpāramitā
I have seen all things that are done under the sun, and behold, all is vanity and a chase after wind — Ecclesiastes 1.14