Go look at YouTube videos that elaborate on the etymology of Latino. You will see many Italians, Spaniards, Catalan, French, and Romanians boasting about how they're the true Latinos, which they are. The word Latino is too connected to Europe. If "Latin America" wants to develop individual identities like Hugo, Lula, and Evo have proposed, then terms like Latin America need to be done away with and renamed.