They know which box to check on census forms, but do not believe the status of being white has an effect on their lives. If racists are racially conscious, colorblind people might be said to be racially unconscious. Racist or colorblind. Most of us are taught one or the other. Mainstream society certainly favors the colorblind side.
Conventional wisdom says to be colorblind is good.
To be racist is bad. Were those the only two choices, then we might agree. But there's a third choice at hand. It's not a choice that many white people make, or even know exists. This model is new, only about 40 years old, compared to 100 years for colorblindness and 400 years for plain old fashioned racism.