The entirety of this article is the argument that bigotry and racism are connected but separate things. Counter-arguments can certainly be made and are welcome, but it is fair to say that ignoring the argument is not an answer to it.
The term for bigotry on the basis of race is "racial bigotry." Discrimination requires social power and systematic discrimination requires political power. It is important that we acknowledge the enormous differences between individual persons' feelings and social and political institutions. Focusing on "everyone can be a bigot” ignores the structural realities that perpetuate discrimination.