"It’s clear that Affleck worried that his family’s history might hurt his “brand,” but by covering it up, he is doing a disservice to the victims of his ancestors. As previously noted, lots of people descend from slave owners, and the goal is to look at that troubling history with clear eyes, not with the hopes of covering it up. As Henry Louis Gates pointed out, Affleck isn’t even the first person on the show to find out his family had owned slaves. There are ways to handle it that doesn’t make you look as if you are complicit in the actions. The best example being CNN’s Anderson Cooper, who upon learning a slave killed his ancestor with a farm hoe had a brilliant response."