UKIP now has an increased audience, access to new funding sources and social media savvy. It's refreshed and young(er).
It's also a way of normalizing Alt-Right ideas.
Don't assume this is about electoral success. It won't be their main aim - they will be looking to use UKIP as a giant speaker.
They're outflanking the Identitarians.
Anti-hatred groups need to be coordinated & smart about how they handle this.