Take Hispanics themselves. Here in New Mexico, New Mexican food (not the same at all as Mexican, though similar in some ways) is called “Mexican food” or “New Mexican food” South of Santa Fe. North? It’s “Spanish food.” That’s because the Hispanics—who have have family here going back for hundreds of years—don’t like their food associated with “Mexicans.” They see themselves as decedents of the Conquistadors, and hence “spanish.” These are areas where many people still speak spanish, as well.

They certainly do not respect the notion of a monolithic “hispanic” culture.