The arbiters of political correctness have started their reeducation of Jerry Seinfeld on the importance of Diversity. Tuesday, TIME felt it necessary to throw its weight behind the Gawker-stirred PC nontroversy over a remark by Jerry Seinfeld to Buzzfeed business editor Peter Lauria. The TIME piece warns that Seinfeld “may come to regret being so flip” in his insistence on focusing on comedy rather than the racial makeup of his talent.

The supposed controversy began when the comedian stated that his priority in his comic work is, unsurprisingly, being funny, and emphatically not meeting PC demographic quotas:

Funny is the world that I live in. You’re funny, I’m interested. You’re not funny, I’m not interested. I have no interest in gender or race or anything like that.

Gawker found the comment to be unacceptable, refashioning it into a racist dismissal of minority talent, and condemning the comedian for having an overwhelming majority of white talent.

Pushback online and on the Twittersphere ensued, many mocking Gawker’s reaction as classic PC race-baiting. Soon, bigger names began chiming in on the nontroversy, including most news commentary talking heads and online news providers.

Of course those of the media left cannot let yet another opportunity for public reeducation slip by. Tuesday, TIME sided with Gawker, arguing Seinfeld’s diversity-dismissing comments simply “can’t be written off.”

He may come to regret being so flip. The conversation about diversity in comedy has reached a boiling point in recent months, focused largely on Saturday Night Live. Comedians in Cars Getting Coffee is no SNL — it’s a conversation-based Web series rather than a sketch show, so there’s no need for him to find comedians who can do a varied set of impressions and characters — but the arc of SNL’s recent challenges with diversity illustrates why his comments can’t be written off.

In other words: Yes, as should be the case for the entire entertainment world, Seinfeld should start conforming to PC-prescribed affirmative action quota system. As TIME explains:

As the comedy-world blog Splitsider explains, people are upset not because Seinfeld prioritizes humor over diversity, but that he’s saying — given the existence of funny people from a wide variety of backgrounds — that it’s “PC nonsense” to give any thought to the message sent by highlighting mostly white men. The very response to his statement, and to the whole recent history of diversity in comedy, shows that he’d do well to give it more weight. Even if he is being purely meritocratic, some comedians have already noted that the system doesn’t necessarily give all voices a shot, whether those exclusions are deliberate or the product of institutional factors. And, because that conversation started before Seinfeld got into it, his deciding to ignore it can’t make it go away.

Yet again the arbiters on the left of all that’s offensive and non-offensive, authentic controversy and fabricated nontroversy, are starting to align against one of America’s favorite personalities for a healthy dose of public reeducation. Even if Seinfeld believes wholeheartedly what he said to Buzzfeed, the media will do their best to make sure he comes “to regret being so flip” publicly about the sacred and increasingly nebulous causes of Political Correctness and Diversity.