sigh White guy thinks it's edgy and eye-catching to emulate racism, gets surprised when he gets treated like an offensive racist.

Someone will be more than happy to split hairs about the exact nature of the offensive actions here, and will carefully explain that it's not racist, it's opportunistic self-promotion employing racism. Sponsors don't care, most of the general public don't care and, most importantly, victims of racism don't care about a distinction that has precious little practical difference.