Edward O. Wilson went through the same thing, discussing genetics outside of a strictly medical context. I don’t think there’s a way to avoid this type of academic food fight.

Henry Louis Gates is doing a popularized version of this, by focusing on specific individuals. But he does trace genetic origins to certain places in the world, like a genetic geographical map. He allows the geography to trump conventional notions of race. Still, I’m sure he is keenly aware of the tightrope he walks.