I grew up in the South and have reflected on this often. Growing up the history of the Confederacy was "white washed" (literally and figuratively). It was always taught as slavery was bad, but the war was about "states rights".

Obviously that is all untrue the war was about slavery, but this is what was taught for generations. The Confederate flag was of course tied to this lie, and companies ran with it. I remember seeing Confederate flag branded merchandise in Walmarts, it was at football games, and of course on TV. It wasn't being displayed in a negative light by companies then, they saw dollars and helped push the symbol.

Overall it's a good change that the flag is being dropped. The Confederacy is not something to be idolized. I do understand why some people were so very attached to the "heritage" aspect of it though. That lie was pushed before my great grandparents were born. Some people are unwilling or unable to critically analyze their beliefs and change them with new information.

It's kinda interesting how people can be both incredibly adaptable and at the same time incredibly cemented in taught cultural traditions. And if you haven't guess by now I do have an anthropology degree lol