Identity Crisis at WalMart

Oh no! What do I do now? I thought we had this all worked out and then BAM! I turned down an aisle at WalMart and saw two sections of food: A single section marked Hispanic Food and a double section marked Latino Food.

Are they saying that "People prefer Latino, two to one!", like a commercial for toothpaste? Was there a convention where there was a party split, and nobody told me? I am asking a lot of questions, because the wierdness of what I was seeing hit me like a ton of bricks. I found myself wondering how long some people sat around at corporate headquarters discussing this, and exactly what were they discussing that made this Twilight Zone shelf labeling become reality. Are there indeed certain foods that should be avoided if you consider youself Latino, and conversely Hispanic? Are the shelf stock contents determined by two different departments? Did absolutely no one point out the incredible oddness of this, somewhere along the way?

Trying to get my mind around this whole thing is like figuring out a wrestling takedown hold on a six foot ball of jello.