Listen, words are just words, they can mean different things to different people.
But there are some people who have an individualist attitude to equality. They will say that if a Roma is disallowed from entering a store, that's wrong because people are entitled to be treated as individuals. Even if it's true that Roma on average shoplift like crazy, that particular Roma has a right to be judged as an individual, and unless you caught that particular person stealing you must treat them just like you would treat anyone. Because people can't help what ethnic group they were born into.
Then there are some people who say, no, the problem is that Roma are a historically disadvantaged group. They have been wronged in the past, they deserve our pity, therefore we should be nice to them. That's why discriminating against them is wrong. Some other groups are privileged, and those are totally OK to prejudge as a group. It is groups who are good or bad, Roma just happen to be a good group on account of their historic discrimination, that's all.
I am one of the first type. It is people thinking like the second that I label SJWs. See the problem with them? Note that I do not dispute that Roma have been wronged in the past, and are still wronged I don't even dispute that they deserve pity. But I insist that whether you pity them or not, you meet each and one of them as individuals.
An advantage of my viewpoint, is that if it turns out Roma do shoplift more than other people, that's not a problem for my conclusions. It does not change anything. Whereas SJWs are forced to strenuously deny or excuse anything that casts their supposedly oppressed group in a bad light, I can just say, "so?".
Actual bigots, like the Pegida folks marching in Europe right now, love the SJW logic. They love that it's groups that are good or bad, not people - because that gives them excuses to feel better than they are, and it gives them plenty of avenues to attack muslims, Roma, or whoever the main outgroup is today. It affirms their us-and-them world view. It leads inescapably to the conclusion that segregation is a good idea! And the racists love that conclusion! (and when SJWs demand that white 14-year olds don't get braids, or complain of appropriating culture, they are of course demanding segregation too).