Because its spoken condescendingly and derisively every time its used.
Well, this is the first time we've ever agreed.
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The lady doth protest too much, methinks.
Those of us who haven't fallen victim to trickery can recognize where today's real racism is coming from.
It will take a few generations but this strangle hold that the ruling class, the actual racists, have over Americans will pass.
Then all will be able to recognize the systematic race based atrocities and who is responsible for them.
There is a designed called the permanent underclass.
Once you learn what it is you will see who is benefiting from it, how they are maintaining it, and how they've convince you to defend it.