I hear it all the time, and it frustrates and annoys me. Turmeric is not there just for yellow colouring. Similarly, paprika is not there just for red colouring. Both spices have flavour, when treated properly. Both need to be toasted in a bit of fat for the complexity of their flavour and colour to emerge properly. Once you toast it in fat, you'll smell incredible aromas and earthy undertones in paprika that will knock your socks off. Please, try it. Better yet, just for kicks, combine equal parts paprika and turmeric, and toast them in a bit of fat, then pour it into whatever needs the most gorgeous orangey red colour you've ever experienced.