Eggplant is an Italian America slur for African Americans. For example, on The Sopranos. Although, they normally say it in Italian: "muliagne," or, "moolie" for short.
Came here to post this. While I suspect this is a name branding attempt in aka "anything in print is good print" kinda promotional deal, that lawyers do with pro bono work etc...attacking the ACS and NWF and seeking claims, personally, seems a bit of a stretch; not to mention a next level douchebag move.