From that article:

“The character of Aunt Jemima is an invitation to white people to indulge in a fantasy of enslaved people — and by extension, all of Black America — as submissive, self-effacing, loyal, pacified and pacifying,” Twitty wrote in a recent NBC Think essay. “It positions Black people as boxed in, prepackaged and ready to satisfy; it’s the problem of all consumption, only laced with racial overtones.”

This piece is interesting but even the relatives understand the imagery to be racist.