In some circles it was never a negative term to begin with. In other circles it will remain a negative term forever, regardless of what you do.
One interesting consequence of the Internet is that we're becoming very aware that for every label you could ascribe to yourself, there is some group out there who holds a deep, visceral hate for that label, so deep that they wish you would just cease to exist. I guess this was probably the case beforehand, but without instantaneous global communication, you generally weren't aware of the people who hated you. I remember that when I was growing up, terms like "American", "patriotic", "tolerant", and "generous" were unambiguously good, but now for each of those there is some group who considers them a dog-whistle for people they despise.
One interesting consequence of the Internet is that we're becoming very aware that for every label you could ascribe to yourself, there is some group out there who holds a deep, visceral hate for that label, so deep that they wish you would just cease to exist. I guess this was probably the case beforehand, but without instantaneous global communication, you generally weren't aware of the people who hated you. I remember that when I was growing up, terms like "American", "patriotic", "tolerant", and "generous" were unambiguously good, but now for each of those there is some group who considers them a dog-whistle for people they despise.