Why are we beating up Starbucks?

(CNN) There is a controversy brewing about Starbucks and its new "Race Together" campaign. The ubiquitous coffee shop company was mocked for its decision to have its employees write the words "race together" on its coffee cups and start a discussion on race.

But what's so bad about that? Shouldn't we commend Starbucks for trying to be good corporate citizen, to walk the talk, as it were?

Starbucks CEO Howard Schultz announced the company's new campaign this week, which he described as "an opportunity to begin to re-examine how we can create a more empathetic and inclusive society." In other words, grab a cup of coffee and let's talk about race.