Because to white America being called a racist is worse than actually being a racist. So they come up with all these cute terms to obfuscate what these people are at their core. Probably because they see themselves in some of these people and to condemn them in such a way would serve doubly as a condemnation of themselves.
That is because in America, there are harsher punishments for being labeled a racist than actually being a racist.
Someone can support a socioeconomic system that disadvantages people of color but still be outraged when they here a black person being called the n-word, repulsed by David Duke, and would not want hate speech around them. There are consequences to the public seeing you as a racist, but little if you support the system of white supremacy in peace.
The finesse right now (and frankly always been) is trying to raise the bar of what is considered racist. People are okay with outlets like Daily Stormer being called racist for calling black people lazy and criminal. But are cool with letting David Brooks write an Op-Ed about the culture of poverty in urban neighborhoods. If you only make the vilest of the vile qualify as a racist comment and act, then a whole bunch of slick **** can be said without recourse.
Coates makes the point that his career would not be possible with Obama. In that, because Obama was president, an empathetic one as well, it made the public interested in hearing that views and stories of marginalized groups more. As a result, all slick racist arguments from the right gets called out. Even those that traditionally would have passed. That would be good, but we have idiot centrist like Sam Harris, Joe Rogan, Andrew Sullivan, Bill Maher, and others think things are "going too far."
When Coates was a regular left wing liberal that talked about black people problems were the result of bad policy, some racist whites and he threw in some critiques on the black community, in the standard center-left way, oh boy was he worshiped by the centrist. But when educated himself more and blame the condition of the black community squarely on the systematic effort against black people, one nearly the entire country try was complicit in, he was deemed an unhinged radical by the center.
Because that is hustle, keep in place terrible race and class dynamics, and raise the bar for what is racism. So the argument t can always be good whites vs. a few bad racist whites. Always keep yourself on the right side of the argument, and never address the real issues hurting people of color.
I know I shade both leftist and centrist on here. But make no the mistake I will always take the clumsy racial rhetoric and few blind spots of the far left over the tacit defense and support of the system of white supremacy that centrist give. Justice is always preferable to order.