1) It's a big issue because he's a public figure. A lot of people know who he is. A lot of people want to know what kind of people they're supporting--whether they're racist or otherwise.

2) The meaning of the words is based on the intent of the speaker. Richards' intent was to insult and belittle the men he was speaking to on the basis that they are inferior because of their skin color. That is horribly, horribly wrong.

3) This thread is not about words "belonging" to races. It has nothing to do with this issue.