Sounds like Archie-Bunker-speak.
They are serious, they will keep trying to make Spanish, a thoroughly gendered language, and Latino culture, which is also heavily gendered, into a college bookstore utopia. And they actually believe they are helping.
I knew this LatinX bulls### wasn't working when I listened to NPR when they first rolled it out. Every white-sounding talker used LatinX, but not a single Hispanic accented person... and they didn't dare correct them on the air (NPR will often include nonconforming viewpoints as a nod to the idea of nonbiased reporting, but frequently if wrongspeak is uttered, the host will hop in and add the "correct" language after the fact, as a form of gentle censorship). Even after what seemed like a year of running LatinX stories to try to force the language, not once did I ever hear someone not on NPRs payroll use the term.
And yes, I do listen to NPR, it's very handy to know what the lefties are going to try to push out as the next crisis of the week, and many of them are tested and researched in NPR stories first to gauge the lefty public's receptivity.
Bwa ha.