He is doing more than buying labels: he's giving 20k a month to the aclu, and apparently working on discontinuing Breitbart's access to his company's platform.

I've been working for a while now on having concrete, one to one conversations about race with strangers. Some key principles in this work are to call people in, not out, focus on personal experiences, and build out from shared values. It's hard. But I grew up in St Louis, which is a deeply, deeply racist town, where I was told from a young age that we lived in a colorblind society, and that I should stay away from the black parts of town of I valued my life.

Ignoring racism doesn't make it go away. Ignoring white nationalists, and giving them more acceptable labels doesn't make them go away, and doesn't make their hated any softer. These labels are still useful and relevant, and removing words useful for discussing the worst offenses, and providing a rock bottom which most people are happy to distance themselves from.

White silence enables white violence.