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This article forwards the argument that Europeans are not white, that white is a brand, a social, and an economic position, ethnicity. The brand white secures socio-economic domination for Europeans-as-whites and perverts merit subsidizing Europeans-as-whites, socially, economically, politically and culturally. These subsidies cause the ability and the achievements to be inflated, and leads to significant distortions. I put forth a formula to help correct for the distortions of Europeans-as-whites.