This whole topics rests on the premise that "positive discrimination" is acceptable or even necessary due to historical injustice.
An analysis that reverts to "racism is always and everywhere bad" will fail to reconcile, even if you believe it.
Not contradicting you, but FWIW there seem to be a half-dozen-each implicit definitions of 'racism' and 'racist' floating around society these days, and each might have widely-varying senses of magnitude or extremity associated with them (from innocuous to extreme). It becomes difficult to parse logic and moral logic around these words, when various interpretations are taken into account.
Also your NBA example doesn't fit because it clearly falls into the category when you need the top X basketball players. I don't think needing the top X students is or should be the goal of college admissions. The goal of a basketball team is to defeat other teams in competition. It is inherently a zero sum game. The goal of a university is to educate the population. It is not a zero sum game and having a diverse student body actually works to support that goal.
The NBA does something similar with positions
If they need a backup center they’ll get a backup center regardless if a better scoring point guard is available
For a software comparison, it is like finding a Data Engineer for a Front End position. Sure if the Data Engineer is super smart, you can have him or her switch roles for a bit; but if the needs are immediate, like they are in the NBA, it is not going to produce the best results.
What if the student body is part customer, part product?
Colleges give out sports scholarships all the time to unqualified student athletes- a trade off from the academic excellence purity test - because it enhances the college’s value.
How can those be OK but diversity scholarships wrong?
Also, the diverse argument doesn't hold much water to me, because they basically only want a diverse group in terms of race, but not other factors such as income diversity, height diversity, ugliness/beauty diversity, national diversity, parental-scholastic-achievement diversity, athletic diversity, etc.
Imagine if an NBA team said "Sorry, we can't hire you, we have too many black people playing right now"