The writer starts out insisting that the argument isn't about race and then spends the rest of the post talking exclusively about race. And this isn't a new sentiment among comic fans -- let's go back in time a bit and see what people thought when Marvel first debuted half-black/half-Latino Miles Morales as the new Spider-Man:
"Seriously, though, Daredevil is lame. End of discussion."
Apart from randomly taking a big shit all over Daredevil, this person insists that his anger over Spider-Man's race isn't about race, but the fact that Marvel is changing the race of one of the most iconic comic book characters. Which is still about race. Also, they aren't actually changing anybody's race -- Peter Parker is a white guy, but this Spider-Man isn't Peter Parker. So the person here isn't even mad about altering an existing character's racial background -- he's simply against Spider-Man's costume being worn by anyone but a white person. Which, again, is still about race. Maybe another quote will clear things up:
"Non-issues are the ones worth writing about!"
"Revealing that a big chunk of our fans are racist cockholes" doesn't seem like a great publicity stunt to us, but that's probably why we're not big-city publicists.