Yeah I reckon this term reeks a bit of insinuated superiority as well, but the article (and the feeling I get from the book it references) is more concerned wit

Yeah I reckon this term reeks a bit of insinuated superiority as well, but the article (and the feeling I get from the book it references) is more concerned with examining the differences between western and non-western cultures, and apart from this term in particular I think it does it quite reasonably (from my western perspective!)