In this context grass roots would imply the interests of a group of common people in a democracy (as opposed to the interests of a small group of elites) which ostensibly is the point.
I think it is more useful to think of “common people” and “the elites” not as separate categories but rather than phases on a spectrum, especially when you consider very specific interests.
I have some shared interested with “the common people” and some with “the elites”.
Then that doesn’t seem like a (counter) movement.
There are also many “grass roots movements” that I don’t like and it doesn’t make them “good” just because they’re “grass roots”.