For generations, Black people in the diaspora have been taught to dislike Black features. We spend $billions every year to minimize or cover up our natural features - mostly our natural hair. The majority of us won’t admit it because it is so deep and ingrained we don't even realize it. It has become a normal part of our fibre. As a group, we overwhelmingly, systematically, knowingly chemically straighten, cover, hide and reject our hair texture and simplify the reasoning as a "styling choice".