K-POP has always benefited from BTS being confined to the kpop category cause they don't have enough power to be seen in the western industry, and this has always been the way they've managed to get their crumbs.
people from SM and Kakao are directly linked to this xenophobic category and are angry that BTS this time didn't accept being in this box that benefits them, causing the category to be criticized for what it is: exclusion labeled as diversity.