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Typically, when I build an AR of some sort, I will call it by whatever category it fits in (M4 type, RECCE, Mid-length, Dissipator, A1 rifle, A2 rifle, A3 rifle, A4 rifle, etc.). My retro builds are referred to as "clones" of a certain model. If it consist of the same manufacturer's upper, lower, barrel, BCG, and associated small parts, I will refer to that brand name, but specify it is a build. Most of mine are "FrankenARs", but all are built with good quality parts. On my more serious builds, I actually create a specification sheet and save it on file. Many guys get lost in the nomenclature of the particular ARs and use a generic name, like M4, to cover a very general description. Most often, it, in fact, is not an M4 build, but some sort of derivative of a flat-top carbine. Case in point, look at the Mk12, Mk18, and M4 family of M16s. Depending on which specific variation you are building and what parts you are using, it may or may not be a true variation. It may just be Mk12-ish, Mk18-ish, or M4-ish. A lot of builds are in a gray area and have no real designation. That is like mixing various components of an A1 and A2 rifle and building something that looks "retro" to the untrained eye, when, in fact, it is just a hodge-podge of parts that fits in no particular category.
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Any of mine are simply an AR. Among them is The Big Smith, The Precision, The Wife's Carbine and The Wolf Pup. The only one originally built at the factory is the M&P-10 but it's been disassembled and modified
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I have 2 kinds of AR's: all Noveske built, or custom build.
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usually just go with a description like SBR, 16" SS, 20" A2, etc. Anything without a unique identifier is just referred to as a rifle with _____ optic/sights on it.
Coming from a family of manufacturer name and model number junkies I tend to not care so much about detailed descriptions.