The article breaks down what people prefer according to their polling. Latinx was the least popular among US Hispanics.
"We presented our respondents with seven of the most common terms used to describe Latinos and asked them to select the one that best describes them. When it came to "Latinx," there was near unanimity. Despite its usage by academics and cultural influencers, 98% of Latinos prefer other terms to describe their ethnicity. Only 2% of our respondents said the label accurately describes them, making it the least popular ethnic label among Latinos. "
"What is clear from our research is that the appeal of "Latinx" is extremely limited. In fact, it did not register above 3% as a preferred term among any geographic, income, education, or age subgroup we tested. Paradoxically, ad agencies and political campaigns that believe they are being trendy by using the term may be alienating or confusing the voters and consumers with whom they are attempting to build meaningful connections."
I wonder if the term "Latine" would have polled better. Seems like a good compromise.