Because words hurt, and words have extrinsic meanings that are applied by the population at large. An otherwise benign act can be painted, in the minds of on-lookers, as something far more damaging than it is. When people carelessly misapply and throw around words that could do damage, they are potentially causing serious damage to the individual they are applying it to. Not to mention I see tons of potential legal issues from a Defamation stand point where you start accusing people of "racism" when it is simply "statistical bias".
Businesses can be seriously harmed by misapplying such terminology. The average bear is only going to hear "BUSINESS" and "RACISM" and assume that the person is engaging in some insidious activities and they should there-fore stop supporting that business.
No, from both a grammatical stand point and a harm to society standpoint, you shouldn't throw around the wrong word. But hey, if you want to run around downtown and accuse people of racism for statistical bias, don't blame me if you catch a defamation lawsuit down the line.