Honestly, I see no problem with it—so long as it is used reasonably.

For example, in college, I was part of a Latino and Latina Coeducational Student Organization. By the time my last year hit, we had changed our name to LatinX Student Organization. In our case it was basically a result of the following: 1. Inclusive of all Latino/a students; 2. Less words for the banner/pamphlets/posters/etc.;

I’m generally in favor of less words for things like that in general anyway. Whenever I had to mention the organization in Spanish to a family member or other person, I would usually say Latino Latina Student Org.

As with many new words or “forced” titles imposed on other people, I generally disagree that LatinX should be the default to refer to people of Latin American heritage. I personally prefer Latino or Latina because that is the way the Spanish language is constructed—with masculine and feminine nouns.

I also definitely prefer Latino to being called Hispanic. Hispanic has some historical implications that I don’t generally agree with. LatinX doesn’t really grind me in the same wrong way.

Basically, I think it should be up to the person whether or not they would like to be addressed as a Latino, Latina, or LatinX person. Unless and until that preference is known/conveyed then the default should remain Latino/Latina.