Why do some southerners still fly the confederate flag and say it represents "Southern Pride" when...?

It's less about the Civil War and more about our heritage. I was born and raised in the South, and I am extremely proud and grateful to have been. There are many Confederate flags, and the one most represented is either the Battle Flag or the Naval Jack... The true flag of the Confederacy is the stars and bars which most northerners probably wouldn't even notice. I also think that since the KKK has decided to use it, it gives the flag a VERY bad rap (as that should). I prefer the Stars and Bars to the Battle Flag, as the Stars and Bars represents more of the South and less of the war itself. Anyway... Back to the actual question... I think most Southerners would agree that the Civil War was a tragedy for both sides. I love the South because of it's hospitality, because of it's great food and sense of humor, because of it's hard work ethic but laid back attitude. This is what I think of when I see someone flying the flag. I also know several people who fly the flag who are NOT racist at all, and who are the kindest people you will ever meet. The flag is a part of this culture and still very special to those who fly it.