I think there is a sizeable chunk-myself included-for whom that word holds no power.
It has been thrown around so much and applied to so many things that are not racist, that its currency is much debased.
It used to be, in real life and on these boards, that people would quake if that term was used against them. We had people fretting about being racist if they braided their child's hair or called an Indian Takeaway, an "Indian". You don't see so much of that any more.
Now, many people now longer care, it's often met with a retort like, "So what"". It has actually started to be laughed at and that usually signifies the end.