Yes, it is a case of cultural sensitivity.  Many say 'get over it' yet that is very hard to do when it occurs in Hawai'i on a daily basis!  I view it as the stealing of a culture!  It appears in entertainment at hotel luau dinners when other cultures of the South Pacific perform Tahitian Dancing and Fire Dancing under the guise of being authentic Hawaiian dance when it is not.  It appears in the way the word Aloha is 'advertised' and encouraged to be used in place of 'hello' 'goodbye'' 'I love you'  instead of it's true meaning which is embodied in the Aloha Spirit of the original people themselves.  It appears when the language is used inappropriately commercially for monetary gain.  It appears in daily life and day by day is getting worse with people taking sacred rituals to a new low adopting them into the new age movement and twisting them to fit into their own beliefs while using the original Hawaiian name for the label of their altered practices.  These are the realities today!