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It's not very nice if you are a cultural/ethnic group that has been pissed on from a great height by another group that is now using your identify as a commercial party thing, with absolutely zero appreciation or understand showed.
[the "official" term is cultural appropriation but that's a whole new ballgame of reading up. If you like reading, don't let the SJW bite there are some very good points and some iffier ones, as always depends on where you read/who comments]
Without wanting to come across all Pete Hitchens, what's really wrong here?
http://www.bbc.co.uk/news/entertainment-arts-37821989