A lot of fascists don't realize they're fascist.

Mussolini once said "Fascism can be better described as corporatism, the combination of state and corporate power". Under fascism, everything and everyone is socialized under the state, and everything becomes a tool of the state. For this reason, some historians call fascism "State Socialism", contrasting Hitler's "Racial Socialism" or Marxism's "Class Socialism", each of which use a totalizing state to socialize everyone into one group. So a government official putting pressure on a corporation to silence speech the state doesn't like is openly fascist, and many people think they want that sort of fascism.

In my book The Graysonian Ethic, I talk about why people think they want fascism(though they might call their fascism something different because they want to pretend they're not calling for fascism) but they actually don't:

"The truth is, everybody thinks that they want fascism because they imagine that fascism will do exactly what they want and nothing more. They look at all the groups of people that they do not like and they imagine that the fascists will go and clamp down on those people and then just stop. Reality is not so kind. Yes, the evil empire did go out and do reprehensible things to the group that they identified as causing the problem. Of course, you do not need to make any kind of choices to whether someone of that particular group caused any problems to realize that most people within any given group are not responsible for the actions of the few. Within any given group there are lots of people who are just trying to sit back and live their lives without hurting anyone. Despite that, this great evil empire went out and exterminated a people. They did not stop there though. To them, even amongst the people that they claimed to protect and try to save there were two sorts of people: those who supported the regime and those who did not. For many of those who supported the regime, they were given the means to gain tremendous wealth and power in a very short period of time. For those who did not, they had their livelihood stripped away, they were shunned, in some cases they joined the groups who faced extermination."