For me the more worrying thing is that we are looking towards companies to lead the way in terms of political correctness and then praising them when they do it.
Do not get me wrong, I think political correctness is a good thing (racism is learnt and it does take the effort of the village to unlearn it and it will be painful), but the movement is being subverted by capitalist ideology.
Now front and centre of the political correctness movement is companies packing it as part of their product.
Buy from us to demonstrate that you care about miniorities.
Then the rabble of privledged white males complaining about not appropriating minority culture also gives them free advertising. And also masks the racism of the said white males.
I long for the days where you racists had to actually come out and say, no i do not want that coloured person to have the same rights as me, now you can simply voice disgust at companies not using cultures as mascots.