Why do some Mexicans think of themselves as being white?

I'm Mexican, my family is from Jalisco and northern parts of Mexico. There are many light colored Mexicans there. However, I know very well that most Mexicans are Mestizo. The CIA World Fact Book even says that 60% of Mexico is Mestizo. Why don't some Mexicans except the fact that we aren't pure white people. Some of us may look light colored but it doesn't automatically make us white. The conquistadors did not bring families with them like the pilgrims. It was just nothing but Spanish men having realtionships with Indians. But there are white people in Mexico, don't get me wrong. Just that there aren't very many. According to the CIA World Fact Book it's 9%. So to my paisanos who are in denial and don't have proof of having a pure white family deal with it. Be happy with who we are.