In the book about calculus of variation sand optimal control theory by Liberzon, he gives the following Taylor expansion in order to define the variations of a functional $J$:
However, for a normal $\mathbb R \to \mathbb R$ function, the Taylor expansion would have a $\frac 1 2 $ inserted there:
$$f(y+\alpha)=f(y)+f'(y)\alpha+\frac 1 2f''(y)\alpha ^2 + o(\alpha ^2)$$
Why is the $\frac 1 2$ not also next to the second-variation for the functional Taylor expansion?
I think that the result of this is that $$\delta ^2J|_y(\eta)=\frac 1 2\lim_{\alpha \to \infty}\left ( \frac{\delta J|_{y+\alpha \eta}(\eta)-\delta J|_y(\eta)}{\alpha}\right)$$
In other words, the $\frac 1 2 $ shows up here, where it shouldn't be according to my intuition.
Why is this?
EDIT: per request of @P.Siehr:

