It is that.
On the flip side, what would it be labeled if a Starbucks-like corporation openly announced that they would be hiring X amount of only citizens of the US who were born here?
Wasn't it you who had a post about hypocrisy earlier? Would it be considered hypocritical to accept, defend and promote the discriminating against people based upon their national origin in this situation and bitch, moan, piss and cry about doing the exact same thing in reverse in other situations?
I will go with you either way, your call. Can we, or can we not, openly state we will be hiring only people based upon their national origin.
Pick ONE.