Brazilians see themselves as a very European ethnicity. So on a census they would not check Latino or Hispanic (and these two are OFTEN clumped together, the 2010 Census gives you the choice of "Hispanic, Latino or Spanish origin nor 'not "Hispanic, Latino or Spanish origin' ), rather Europoean or Caucasian. (I am not arguing what is reality here given the racial demographics of Brazil, but what self-identification there is). There is no 'South American of non Hispanic-Decent' on the census or any other official form. Its rather like a Canadian, or Mexican being always asked to check 'American' on a form....sure technically they are North Americans, so its -accurate-, but its also not at ALL accurate. So asking them to differentiate between the Latino on an offical form (which carries all sorts of connotations of Spanish relation to it) and the Latin of the 'Latin Music'..... So whoever was talking to Chas is obviously one of those who identifies Latin (American) with Hispanic...and thus would divorce themselves as a group from that whole thing.