What makes you think they’re not nakedly self interested? They get the most out of the system, because they get to run the show. They not only get a powerful club against “bad white people,” but also get to hand-pick “representation” to shape minority groups according their own preferences. They’ll pick Hispanics who answer to “Latinx” but never one that believes that abortion is wrong. They’ll pick Muslims that endorses white American views of gender roles. They’ll pick the Asian that says Asian values are a “model minority myth.”
As to why Kendi supports it, who knows. Lots of people attach a low price to their dignity.