[mywittyname]

It's taking the identify of Hispanic culture, and redefining it to fit into the political ideals of the liberal American culture. Essentially, it's usurping the identity of minorities groups.

If you don't like using Latino, there's already a gender-neutral English word works just fine: Latin. Alternatively, Hispanic works just fine too.

[darkpuma]

'Latin' in America has a subtly different meaning, in that it includes Italians, the French, etc. It's a distinct concept from 'Latin American' which by convention refers to people from Latin America only and excludes other Latin people, particularly those from Europe. One might logically think that an Italian immigrant who came in through Ellis Island would be a 'Latin American', but by convention he isn't because he didn't come from a Latin American country.

'Latin' is more inclusive than 'Latin American' but by the numbers both are more inclusive than 'Hispanic' which generally excludes Brazilians, and other Latin American speakers of minority languages.

Incidentally, the whole "Latin" thing was invented by the French for geopolitical reasons. Recognition of a "latin race" common among the French, Spanish, Italians, and Mexicans, as a means of balancing the scales in what these Frenchmen perceived as their struggle against the Anglo-Saxon and Slavic races.