They're trying to be allies, and sometimes they get it wrong, but I think that's better than the alternative (which is simply staying silent in all cases).
In the case of "Latinx", it seems like it was dreamed up by somebody who didn't know anything about Spanish. Just put an X on it, now it's inclusive! The problem is you can't conjugate a noun with a fucking X on the end. The preferred term is now "Latine", which has a gender-neutral ending that fits with the rest of the language and is being promoted by Latin(e!) civil rights groups.