The issue they raise is not that future time orientation or individualism are per-se racist, but rather that the "attribut[ion] of value and normality" to those

The issue they raise is not that future time orientation or individualism are per-se racist, but rather that the "attribut[ion] of value and normality" to those positions, treating other views as "different, less than, or render[ing] them invisible," constitutes what they are referring to as cultural racism.