I usually call myself self-published because I want to help remove the stigma from the term. Similarly, I freely volunteer to all who may be interested that I consulted and still consult a mental health therapist. She's the one who egged me on to publish my first novel, and it's great to have someone to complain to for an hour every now and then. She's also a great resource for all kinds of drug, addiction, trauma, grief, and other issues, topics I have used in my books. So maybe by now she's a "publishing coach"? I don't deduct our visits as business expenses, though.
Plenty of people in the SF/fantasy world who are published by very small presses do consider themselves indie published.
The victims of outright vanity presses actually think they are being traditionally published. They simply don't know any better.
The victims of overpriced publisher services companies--a slight step up from vanity--think they are being published by hybrid presses. In both cases, they pay through the nose for the "help" and usually end up with a garage or basement filled with expensively printed books they cannot sell.
It's a fluid world right now for terminology, so buyer beware is even more important than ever.
The fake book clubs, fake promotion experts, and fake review arrangers are all out in force this season. I've also received several offers recently to revamp my website even though it was completely redone this year and looks sparkling and new. Not good enough for these bulk cold emailers, I guess. I don't think they're scammers exactly, but, nope, not engaging.