My experience is primarily with Mexicans in TX. So, I'll wholeheartedly concede that it's limited. They've never played it up as a big deal to them, but again it could be just that population of people.

My fam has always referred to itself as latino, but no one ever expressed any major political or social reasoning behind that preference. So, if it's a big deal to you, great. I respect what anyone wants to call themselves, but please don't act as if there aren't just as many people who couldn't give two shits about it.