Have you heard this?
http://deadspin.com/exclusive-the-extended-donald-sterling-tape-1568291249
I agree with you that he is not unique and that there are probably worse people out there then him. But he does own a franchise in a sports league predominantly played and catered to African Americans, which makes his remarks a lot more appalling then if it had come from some random biker gang dude from Texas.
Imagine Charles Wang coming out saying similar things about white people, equating white people with dogs. That would be the end of his participation in the NHL as well.