It's That Simple
(media.greatawakening.win)
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I think Shelby Steele has a great answer for this. Although he is speaking about government/corporate pandering to minorities, his explanation is that it is basically an easy way to be absolved of guilt.
Want to prove that you are not racist in spite of your past actions? Support affirmative action or some similar policy.
Want to show that you are not bigoted in spite of past actions? Use a rainbow during pride month/season.
I don't think that the use of the rainbow is not driven by evil as much as it is driven by a desire to compensate for and cover up for past indiscretions.