Part of it has to do with awareness, compassion and understanding the views of others. There are many words and actions that have been considered benign by those that use them, but have never been considered benign by those that are subjected to them. I can't imagine anyone would consider being labeled a "Thug" as it being benign.
And yes, those that throw out the snowflake label are typically the ones that get offended. Just as those that trust no one are the ones that shouldn't be trusted, or those that claim they know everything are the ones that really know nothing, etc...
Do you see how your first paragraph doesn't jive with your second paragraph? You are going on and on about the culture of being offended and then you're saying that the people who rally against that culture are the most easily offended. It's nonsense.
I don't really follow the talking heads, but do you think it's easier to offend people at a steel mill than it is a college campus? Do you think a construction site needs safe spaces? It's a horrendous take that people only make to sound clever.
There is a certain group of people who are offended by everything and another group of people call them snowflakes. I have issues with the group constantly calling other people snowflakes, but being easily offended is not one of them. Typically, they seem to kind of like to be hated (it's a by product of troll culture).
As far as your initial point, yeah, I agree, some people are jerks and they don't even realize it. Some people also go way out of their way to look for things to be offended. Those things are not mutually exclusive. For Bielen, whether or not he called them "thugs" or "slugs", neither is complimentary. The question isn't whether or not something is a nice thing to call another group of people, the question is if it is the type of behavior that crosses the line of what we accept in society.
Lets assume for the sake of discussion that he called them "thugs". You seem to be saying that you think it crosses a line. Again, you aren't willing to say it's racist (while you dance around implying it is racist).
So why do you think it crosses a line?
Does it matter that his team is 40% white?
Did it cross the line with Grayson Allen?
What if it was complimentary but had pinches of hip hop/traditionally African American lingo/stereotypes? What if Bielen had said, I want you play with some swag?
My entire point is that when you are part of a group of people who want to squint to find offensive behavior in benign statements by people we all know are not overtly racist, you start down the road of lunacy. It becomes an amorphous concept that is everywhere but you can't ever point to it. It's like this thread, people want to talk about how it's obviously theoretically offensive/racist, but they won't go as far to actually call it racist. It's everywhere and nowhere.