Deadspin Runs Photo Calling Super Bowl "Negro Bowl" - Why?

Ok, I'm not comfortable with the tag or the photo, which I knee-jerk found offensive. I just did. What's the point? I just don't get this stuff at all, I really don't.

We're doing just fine, I thought, then Deadspin, which I read and like and who's editor I respect, does this.

Why? Why? Why?