The Starbucks "Race Together" campaign to have baristas raise issues about race in America with customers seeking coffee isn't just leading to funny tweets; it was responsible for a really awkward moment on MSNBC's All In with Chris Hayes.

Hayes was discussing the program with guests Nancy Giles and Jay Smooth. After Hayes played a clip from a video Smooth produced on the issue of race, Giles teased Smooth about "the brotha way" he was speaking in the video.

"Like, there would be some people that feel that you co-opted something like that, and other people might feel like that’s his background and that’s really cool, too,” Giles said, implying that Smooth was not black.

“It’s also interesting because I’m actually black, but you assumed otherwise,” Smooth replied. “And this is the sort of awkwardness that we can look forward to at Starbucks across America.”  

Giles attempted to recover while Hayes erupted into laughter. Smooth took the whole event in stride while making the point that the person serving you coffee shouldn't be burdened with being a race-relations trainer.