Marketing doesn’t erase anti American racism. If you lost me, with half my family Latino, and the Latino half hates them as well, then they have lost the war before a shot is fired. This is what happens when you try to cut in line, @ssholes.
I suspect that it has gotten to be too much of a pain having to continually edit Wikipedia and other sites to keep erasing their connection to the Reconquista movement.
It is easier just to become a different organization.