Because "latino/a" is a gendered word that refers to several ethnic groups, it is therefore the most inherently racist and sexist term in history. Unfortunately, taking it away from the Latin people would br white supremacist cultural appropriation. They therefore made up a new word so they didn't have to feel bad about referring to a broad group of people with one intersectional title.

It's kinda like "schlomo." Obviously there are a wide variety of different jews (orthodox, Sephardic, Ashkenazi, semite, even black and non zionist) but if people refer to them all as "schlomo" it's more convenient and makes people feel warm and tingly inside.🤗