To play the devil's advocate, one could make the argument that there's nothing racist about promoting a book solely based on skin color, because it isn't derogatory or doesn't perpetuate stereotypes. One could argue it's progressive (as Bendis does) in the sense that proportionately, black people are "underrepresented" in graphic novels... as are one-eyed people, disabled people, gingers etc. More specifically, you could argue that because spider-man is a VERY popular trademark, that this is significant in the same way that having a black president is significant... a sign of the times, etc.
If the news was Spider-man: GINGER! Wouldn't it be retarded? Just a little?! Well, not if you have ginger kids, who need a ginger protagonist that they can finally relate to... I just wonder how all those white children will manage to relate to a black ultimate spider-man... And yes, that was sarcasm.
I can tell Link is gonna be a barrel of laughs.
I'm still waiting for the Asian-in-a-wheelchair Spider-Man.
Maybe when Marvel reboots this title again in a few years.