Thanks. You've stated your viewpoint far more coherently than some others, and perhaps I should consider my own negative impressions of the phrase.
Let me take this from another angle:
It is (or at least should be) about correcting pre-existing inequalities, if you do not then equality policies only reinforce those pre-existing inequalities and do nothing for racial justice.
As time progresses the need for such affirmative action is lessened, the US need less now than in 1960 for example, which is why such policies must be short term less they create reverse inequality and become counter productive, that is not to say that the US has no need of them, only that the need has lessened and more care is now needed in their application (as in University Allocation).
Affirmative Action should not seek to discriminate against anyone, whereas discrimination seeks to exclude or prejudice against someone, affirmative action is about inclusion and making special effort to create that inclusive situation. an example I read went along the lines of treating a bodily deficiency with vitamin tablets, in a healthy balanced person vitamins can be damaging, whereas in a sick person they can restore the balance. Affirmative Action should be akin to that.
This is why I can support one kind of affirmative action policy such as outreach campaigns which encourage and support people from disadvantaged background to apply for better schools and employment programs which encourage and support people from those background to get the qualification needed to compete in an equal society and so on.
I do not support affirmative action where it seeks to replace one qualified person with another less qualified person simply because of their colour or disadvantaged background, neither do I support programs which allocate points or quotas to give a false impression of equality or to socially engineer equality while bringing down the quality and advantage of the majority rather than increasing the quality and advantage of the minority.
I believe in social and racial justice and you cannot achieve that without first addressing the pre-existing inequalities in a society.
I hope that is rather more coherent than my previous posts and puts across my point of view in a less adversarial way.