I am not being personally attacked on an ethnic level. It's just a street sign. Go to New Orleans. Half the streets are in French. They also make it easier to find stores that offer ethnic items not readily available in white-owned stores.
Phone books lend cohesion to a community, despite geographical location.
If there are other words to denote Spanish-speaking peoples of the Americas, please include what you know of that as well. It's like asking what's the difference between white and Caucasian. I prefer being called what I am - Mexican. A lot of people who are Mexican American prefer to be called Chicanos, and so on. Hispanic implies we all came from Spain as just more immigrants.