I think you are conflating where the “importance” has come from. A person can recognize that skin color does not matter. They can also recognize that the system they live in places a huge importance on skin color through endemic systems that have been in place for decades. How do you counteract an unbalanced system? By sticking your fingers in your ears and going “it doesn’t matter” or by seeking out those who are trying to make a change?
Unfortunately, for some folks it’s never enough. Why only black folks? Why not disabled folks? Why not indigenous folks? Etc. But you have to start somewhere - and many people aren’t even trying. My point is that projects like this are a start. They’re not going to solve every issue but they’re trying to make a difference and I think that’s neat.
I apologize for implying that.
You’re right that we shouldn’t care, but how do we help those who have been disenfranchised if we don’t identify them? Advocacy isn’t about caring about appearance over character, it’s is about shining a light on systematically disenfranchised groups of people so that we can support them.