Smart versus alternative beta - who can define?

"We at J.P. Morgan Asset Management argue that smart beta refers specifically to the creation of superior long-only indexes in traditional investing. In contrast, alternative beta aims to capture the systematic component of hedge fund returns using both long and short positions, meaning that portfolios can be constructed so as not to be influenced by the broad rise or fall of any underlying asset class. "
-Yazann Romahi

I have been asked the question of what is the difference between smart and alternative beta and have not had a goos simple answer. I don't think the above quote answers the question clearly even if it from a manager at JP Morgan Asset Management. Smart beta can be almost anything beyond the market portfolio. All factors beyond the market portfolio in the Fama-French framework could be considered smart betas. The are beta factors and there are ways to exploit them. These are two different concepts. Alternative beta does not have to be associated with hedge fund returns. They can be any risk premiums or risk factors that can be different than equity and bonds betas that represent the core asset classes. 

The confusion exists because smart and alternative beta can represent the same factors  to many investors. Is momentum a smart beta or an alternative beta? Is the small cap effect, a smart or alternative beta? It is not clear. We cannot expect investors to buy financial products when there is a lack of clarity on the very language used to describe them. The point is not to comment on one firm's definition, but to suggest that precision in language is critical for any meaningful discussion.