I remember being young and dumb and seeing a bumper sticker that had a confederate flag that said "heritage not hate". And I remember thinking, wow that's cool. << I said young and dumb right?
I think a lot of people who fly the flag genuinely don't think of it as racist. They, like me, grew up with the Dukes of Hazzard and with it just being on everything. Why would anyone be offended by that?
I now try to imagine what it would be like to be a Jew and people flying a Swastika and telling me not to worry because its about "pride, not genocide".