look at the fact that (especially in Europe) the latin distinction has always meant more than mere language, its always been a cultural distinction beyond romance tongues, and included the French. And Latino means Latin.

Now obviously there's the matter of racial distinctions at play here, but there needs to be another term (like mestizo, indigenous, or some other new term) because Latino still does a terrible job accomplishing that even if you decide you only mean Spanish and Portuguese America.

Furthermore, plenty of Québécois and Cajun people are mixed with indigenous blood but their phenotypes pass as white much easier than ppl mixed with Taino or Aztec or Inca etc.

Meanwhile, there are plenty of people in Spanish/Portuguese America with little to no discernable non-euro features/genes.

Christina Aguilera, Ricky Martin, Gloria Estefan, Lionel Messi, etc are Latino but your average Cajun, Québécois etc aren't?

Big Papi is Latino but not Wyclef?