I have heard people talk about how absurd individuals like Ben Shapiro could still find an audience is because they help a lot of people explain away racism. So why many Americans refuse to acknowledge racism still exist? I mean, if they feels guilty about it, then just say something not unlike "There is no ethical consumption under capitalism.", then be a do-nothing purely-rhetorical reformist.
Or, in another world, why racists don't like to be called racist? I know that there have been people who were fired after it came out that they were bigots. But realistically, what is the possible negative outcome your average American racist can expect? They are forced to move to Missisipi?
If racism exists, then that's a problem. It means that their liberal meritocratic view is actually wrong. Society isn't just about your own achievements, but also about conditions relating to your birth. In the worldview of an american liberal, this simply cannot be the case. It's an incompatible thought. And their worldview can't possibly be wrong, so obviously racism isn't real.
https://www.scu.edu/ethics/ethics-resources/ethical-decision-making/the-just-world-theory/