Are you arguing that calling it "whiteness" is a bad branding move by the sociologists? In that case, I fully agree. There's other similar bad branding moves like "toxic masculinity" or "racism = power + prejudice". I wish they would change those words.

Or do you mean that sociologists who speak about "abolishing whiteness" secretly mean "abolishing the behavior and identity of white people"? No I wouldn't agree with that. I think they mean what they say, and when they tell you their definition of "whiteness", that's what they're referring to. Not some other thing.