Armalite Sporting rifle. Sounds like modern sporting rifle, and that's the pendulum swinging in the other direct too far as well. Assault rifle? Categorically, it is not. Modern sporting rifle? It isn't modern, its a 70 year old design. Maybe some parts are 'modern'. Sporting? I guess....? In the same way you can technically build a binelli super 90 for clays. Rifle? Yeah, that's on the money.
Their recent swing to military style rifle is accurate. That tells you it looks like a military rifle while making it plainly stated that it isn't an actual military rifle.
It a semi-auto rifle. Calling it anything else that distinguishes it from any other generic box mag fed rifle in 5.56/.223 is us playing their game, and we don't have the numbers to make the terms stick.
Assault rifle isn't made up. Sturmgewehr. Germans literally coined it. "Assault weapon" is a vague term that could have covered just any full auto gun short of an MG. Kind of like how we have machine gun laws, and the American 180 or other .22LR full autos are a machine gun in the same way a MA deuce is a [heavy] MG or a m249 is a [light] MG.
We are slowly winning the fight of nomenclature. I heard "Assault style rifles" and "Assault style weapons" recently. Baby steps.