I don't think the author intended to offend, but I do think he was rather thoughtless. He might as well accuse Facebook of being Jewy with their data, called their policies "gay", or accused them of Indian giving our privacy. It's very inappropriate and unnecessary, regardless of how "common" it is. I don't care in general when people horse around with such things, but it has no place in serious analysis. When used in a serious discussion versus a colloquial debate it causes that much more edification of the stereotype and offense.

Far be it from me to be the PC police - I have a pretty thick skin with this stuff. I'm surprised others find this acceptable.