When he finished his speech, I raised my hand and asked, If the profit motive automatically prevents discrimination, then why did white southern restaurants refuse to sell to hundreds of thousand Black potential customers, and why do some of them continue to systematically and intentionally provide slow and poor service to Blacks who want to be customers? Don’t they lose money and market share by refusing to sell to Blacks?

The professor was stumped. His theory had been quickly and quite mercilessly refuted and debunked. My Socratic question had proven that people who are motivated by skin-color aroused emotions and ideation often behave in ways that are irrationally counter to their own financial interests. In extreme cases such as the example of the white segregationist restaurant owners and workers, their Extreme Color-Aroused Emotion, Ideation and Behavior becomes a Disorder (ECEIBD) that severely impairs their functioning in at least one key area of their lives – their business.

Now, refusal to serve Blacks and Latinos is even more dysfunctional than it was before, because in addition to losing potential income and market share, they run the risk of civil action that could impair their ability to raise capital, reduce the market value of their shares, and lead to multimillion dollar civil judgments against them, and all with no benefit to the corporate bottom line. Some color-aroused antagonistic behave is profitable for business, but a significant portion of it hurts productivity and hurts the corporate bottom line.

And so American corporations have a self-interested motive to learn more about Extreme Color-Aroused Emotion, Ideation and Behavior Disorder (ECEIBD), which is often called “Extreme Color Arousal” (ECA), for short. To the extent that they can weed our irrational and expensive color-aroused behaviors of the individual and/or the corporation that hurt corporate profits, they can become more profitable without introducing new products, without making significant new investments and without taking new risks. That’s a good deal for most businesspeople.

Francis L. Holland, Esq.

Imagine that you go to France to study veterinary medicine, with a focus on cows.  On you first day, you meet a Frenchman who proposes to be your friend.  When you ask him how to say “cow” in French, he tells you with utter authority and certainty that the French word for “cow is “pomme,” which actually means “apple.” 
So, to prepare for your first day of classes, you diligently go to the library, search for, read and takes notes upon the subject of the your new veterinary career – apples. 

Here, you begin to form your mental map of the veterinary world, based on the faulty premise supplied to you by your new “friend.” 
As the premise for your new learning, in French, you write at the top of your first notepad,
“The cow may be defined as: “the fleshy usually rounded red, yellow, or green edible pome fruit of a usually cultivated tree (genus Malus).“
Nothing that you study about the “cow-apple” makes any sense to you, but you assume it is due to your unfamiliarity with the French language.  However, at the end of your first week, you realize the dirty trick your friend has played upon you. 
Not wanting to waste a whole week of research and vocabulary learning, you continue your studies based on the premise that the French word for cow is “apple,” which is not immediately ruinous to your veterinary career, because in France your first exams come only at the very end of the first semester.  Now, what will you do?  Will you abandon the faulty premise and discard all of your research?  Or will you keep the faulty premise and flunk your veterinary exams?
This, unfortunately, is the state of American thinking about the concepts of “race” and “racism” and “racial” and “racist” and “racial group.”  “Race” does not exist.  There is only one species of humans and that is the human species.  In fact, there is just as much scientific evidence for the concept of race as there is for the proposition that the world is flat. 
The “race” word, (which I shall refer to after his article as “the ‘R’ word”), is an intentional conceptual fallacy like that of the “cow-apple,”  created by white supremacists to rationalize the enslavement of Black people by consigning African slaves to a new and inferior subspecies of the human family.  The “R” word is, in fact the conceptual foundation of the white supremacist “separate and unequal” theory of American interaction between people of the Black and white color groups. ”Race” is a white supremacist meme, not a concept based in observation of the natural world.
Now, just as our friend above, who studied apples instead of cows in France because of the incorrect word he was given, every single thought that we have that is based on the concept of the cow-apple of “race” will be fallacious, unscientific, unempirical.  How can it be otherwise?
What white supremacists called “race” was and is really just a group of skin color, facial morphology and hair differences that constitute about 0001 % of the human genome.  Our blood and organs are interchangeable because we are basically “all the same” genetically, with differences based on color being less important scientifically and medically than differences based on blood type.  (Would you rather that the choice of blood for your blood transfusion be based on your blood type of your skin color, across blood types?) Someday, even our brains may be found to be interchangeable.  Race was always an ideological and political concept in a hopeless search for genetic evidence to support a politically-motivated thesis.  Just as science proved that the world was not flat, blood banks, and genetic science have proved that there is not more than one human race.
However, if “race” does not exist biologically, then how can any word or concept that is based on the fallacy of “race” be completely accurate, like “racial” and “racist” and “racial group”? 
Sociologically, the word “race” became a self-fulfilling prophecy, with innumerable social structures built upon the concept for the illicit purpose of enforcing and normalizing the fallacious concept of “race.”  But the social oppressive “separate and unequal” social structures, followed by “separate but equal Jim Crow social structures, which were succeeded by “equality of separate but equal ‘races’” – none of these could not change our genes. 
Our genes were always equal and will always remain equal, in spite of the “cow-apple” premise of the white supremacist pro-slavery linguists.
If all of our premises based on the cow-apple theory are faulty – premises developed over the course of four hundred years that are now being progressively and inevitably debunked, then what words and concepts can replace those that we have always relied upon?
That is one of the fundamental topics addressed by new scholarly online journal, called the American Journal of Color Arousal (AMJCA).  The American Journal of Color Arousal is a critical thinking journal that deconstructs the fallacious ideological and political concept of “race” and offers new empirically-based concepts to replace anachronistic and faulty old ones. 
In particular, American Journal of Color Arousal (AMJCA) articles explore what happens in the human mind and in human society when skin-color-aroused emotions and ideation are manifested in skin-color-aroused behavior.  Articles in the American Journal of Color Arousal (AMJCA) are never based on anachronistic and disproven science, but are based instead upon critical psychiatric and sociological observation and study of humans and human interaction in our sociological environment. 
Methodologically, the American Journal of Color Arousal (AMJCA) studies the group of phenomena that were once referred to as “racism” but are now referred to as Extreme Color-Aroused Emotion, Ideation and Behavior Disorder (ECEIBD), which often is called Extreme Color Arousal for short.  The American Journal of Color Arousal (AMJCA) rejects the fatalistic and unproven assumption that color-aroused emotions, ideation and behavior are beyond the control of humans and instead seeking analogies to other behavioral disorders which are successfully treated with well-known psychiatric and behavioral therapies. 
At the American Journal of Color Arousal (AMJCA), which functions as a blog with community participation, you will find a constantly updated link list called, “Concepts in Color Arousal Theory,” including many articles discussing how to reconstruct our mental maps of the relationships between and within color groups while steadfastly rejecting and abandoning any and every reliance on the cow-apple theory.
The articles and links posted AMJCA are written by Francis L. Holland, Esq, other Afrosphere bloggers, whitosphere bloggers, published psychiatrists, the American Psychiatric Association, other attorneys, sociologists, anthropologists and other professionals and critical observers of the natural world.
Please feel free to contribute, but always be prepared to define and defend all of your terms empirically, because AMJCA participants will no longer passively or otherwise capitulate to the cow-apple theory.
Francis L. Holland, Esq.
Editor, American Journal of Color Arousal