The Unfriendly Skies of United: an airline's wrongheaded "wokeness"

"I have a dream that my four little children will one day live in a nation where they will not be judged by the color of their skin but by the content of their character. I have a dream today!"
-- Dr. Martin Luther King Jr., 28 Aug 1963 March on Washington

Social media is abuzz with support and condemnation alike for United Airlines recent (06 Apr 2021) announcement that "white men need not apply." a bit of hyperbole? Yes it is on my part. But a bit of cynicism is in order here.

{"Over the next decade, United will train 5,000 pilots who will be guaranteed a job with United, after they complete the requirements of the Aviate program – and our plan is for half of them to be women and people of color," said United CEO Scott Kirby. "We're excited that JPMorgan Chase has agreed to support our work to diversify our pilot ranks and create new opportunities for thousands of women and people of color who want to pursue a career in aviation."

To break down the financial barriers that limited access to the airline pilot career path for generations of women and people of color, United has committed to fund $1.2 million in scholarships. The airline's credit card partner, JPMorgan Chase has also committed $1.2 million to support women and people of color who are accepted to United Aviate Academy.}

So seeking out people (and thereby avoiding or ignoring others) based on skin pigmentation or gender is acceptable? Do they not get the irony of their discriminatory approach?