I used this word, I was waiting in line for a free bike rental for Cyclavia an event out here in LA I was willing more than willing to pay for a bike rental I had a credit card ready along with ID to get a bike rental but was told they were renting them for free but at that time did not have any rentals available to come back in about an hour (I knew about the online registration since I tried to register beforehand but they were out and did advise that you show up at the kiosk on the day of the event) I waited there since I had nowhere to really go they had at least a dozen bikes lined up with no one coming to claim their bike rentals as I waited I noticed they had the African American and Latinos wait while they handed bikes off to the Asians and white people I’m not the type of person to automatically call out preferential treatment but as I waited a few young college white boys arrived inquired were told the same thing and walked away but were automatically called back by one of the rental employees she whispered something into his ear a big grin appeared on his face and he called over three of his friends then two other friends in total 6 guys who just walked up were given bikes that I had already waited a half hour for my boyfriend wanted to get loud and in their face about it but it was my fight and he respected that, I walked up and advised the two other employees that Aron just handed bikes off to six people who just walked up and that I have been waiting a half hour they said they would have a talk with her but as I continued to wait they did it again this time it was a middle age white woman who got a bike by just walking up not only that she like the other guys who showed up after me who were givin the exact same speech to come back in about an hour for others to hear but were walked right up to the bike rentals and were allowed to choose their bikes and not wait like they had me waiting because of the color of my skin? my age? I didn’t fit their “marketing target”? What was it? Finally after a 45min wait and and as they noticed I had been watching them handing off bikes based on “preferential treatment” they called me up and said they had a bike for me they did not allow me to choose a bike but rather handed me the one they wanted and not only once or twice reminded me that I had to be back to return it in less then an hour because by the time a bike was made available for me there was only an hour and a half left before the event was over. Then the more I thought about it the more it hit me how they stressed that their location in “EAST LA” might have more rentals available, sort of like trying to persuade me to go to the “East LA” location for my bike rental.