I think the tendency to label them as extremists is a step in the right direction. I prefer "extremist" alone to "Islamic extremist", because in the latter the association remains, but let's be honest that association has been cemented by the media already, it's not going away. I am not a Muslim, but live in a Western country with a lot of friends who are and can see the identity struggles they have, wanting to assimilate, but having the media drive this wedge between them and people who don't know them.