Remember when Trump posted a special message of love for Hispanics (and taco bowls) on Cinco de Mayo? Here it is:

Happy #CincoDeMayo! The best taco bowls are made in Trump Tower Grill. I love Hispanics! https://t.co/ufoTeQd8yA pic.twitter.com/k01Mc6CuDI — Donald J. Trump (@realDonaldTrump) May 5, 2016

Former candidate Jeb Bush was put off by that message. Huffington Post noticed an interview Bush gave to a Dutch newspaper in which he enumerated the problems with Trump’s attempt at outreach:

“What Trump did was so insensitive,” Bush told NRC. “First, not all Hispanics are Mexican. Secondly, not all Hispanics eat tacos. Thirdly, showing your sensitivity by eating an American dish is the most insensitive thing you can do. Fourthly, to say this, next to all things he already said, is a further insult. It’s like eating a watermelon and saying ‘I love African-Americans.’” “This guy,” Bush added. “If we lose in November, we Republicans have ourselves to blame.”

Bush also sounded somewhat downbeat on the future of the party saying, “Parties no longer stand for anything, but become a vehicle for the ambitions of their leaders.” He added, “Politics becomes a personality show.” Bush specifically faulted the media for giving Trump free air time, telling the Dutch paper:

He got free access to the media. It was estimated by The New York Times he got two billion dollars in free media. We raised a lot of money. But it pales in comparison to what he got in free publicity.

Bush announced on May 6th (the day after Trump’s taco tweet) that he would not be voting for Trump or Hillary but said he would continue to work for down-ballot GOP candidates.