In this case, I was referring specifically to the policy mentioned in the article.
But it’s a valid question more broadly as well, and some of the other answers have been dismissive.
In general it is unwanted by people who prefer to be treated (and to treat others) as individuals rather than group members. People who want to interact with others based on individual qualities and merits, irrespective of group associations (especially immutable characteristics like height, skin colour, hair colour, etc).
I believe this (for now) still represents the majority of people in the US, and probably in some other countries as well.