Well, let's start at the beginning of the Trump discrimination story, well before he entered the political arena with his own b.s., such as "I love Mexicans," I get along perfectly well with African Americans, etc.
In 1973, early in Trump's real estate "career," the Department of Justice took him to court for residential discrimination against Blacks. He tried to sue the government back, as he often does and has just done again with Univision. But a judge threw out his frivolous case against the DoJ. An agreement was then reached to change his company's residential practices but, five years later, the DoJ felt that he had not complied and pressed discrimination charges on him once more. This time, he found a way to settle the situation behind the scene (with electoral contributions?), but as of 1983 his tenant population in NYC still consisted of 95 percent Whites.
Now in the political arena, Trump has to be careful not to be too explicitly racist because such statements can have business consequences for his "brand." His comments about the criminal character of illegal "Mexican" immigrants, even tempered by his "I love Mexico. I do business with Mexicans,' brought an immediate reaction from Macy's, Univision, NBC, etc., who all asserted that they could not associate themselves with such racial prejudice, bigotry, and racism. He later, somehow, got golf courses included, as in agreement with his position on negative racial attributes, and the major golf organizations, sensitive to any public perception of racial segregation in their sport (which segregation, of course, existed as late as the 1990s), immediately dissociated themselves from Trump's position. If Trump wants to continue to make money on his own golf courses, he'll have to be more cautious about his racial stereotypes, and caution does not come naturally in his case.
Lastly, Trump attracts racists and tolerates racist employees, which means that he is still being sued for racial discrimination because of how some of his employees treat people of other races.
In sum, you can't call the residential racial discrimination story b.s. because it's own record. You can't deny that several institutions have cut off their ties with Trump because of what they claim to be his racist positions. That's not b.s. either. And if you pay closer attention, you will also observe that organizations have explicitly dissociated themselves from some of Trump's views on races.
In the eyes of those lovers of perfection, a work is never finished—a word that for them has no sense—but abandoned....(Paul Valéry)