I suppose it is counter-culture in a universe where people dismiss it as being hedonism.
And while hedonism may be a side-effect in some situations, even that comes from eschewing the standards of wider society. I'd argue that is the definition of counter-culture.
You would be hard pressed to find many people who would publicly call it “hedonism”, particularly among the cultural elites. Just because there is some niche that disapproves of a culture doesn’t necessarily make that culture a “counter culture”.
And while hedonism may be a side-effect in some situations, even that comes from eschewing the standards of wider society. I'd argue that is the definition of counter-culture.