Why do people still fly a confederate flag?

I grew up in upstate NY and Boston M but i recently visited Virginia to see an old friend from high school and noticed the confederate flag flying. I am an italian american but somehow not being black i still found it offensive. Seems like its hung by crazy red necks. Why do they fly it? I look at it like they dont give the 2nd place team in the superbowl a trophy so why should they still be able to fly the flag when so many people find it offensive?