My argument is really neither morality nor marketing, it's about what's in good taste. I don't think it's good for marketing, and I don't think it's terrible morally, but I do think it's tacky in light of what the history involved.

It mildly offends some people, grievously offends a few people, and means nothing to most people. I've certainly made a few jokes that fall under those exact parameters.  But as a brand, I think the fact that it makes some people feel really icky is a bad thing.

 In short, I think this is the exact kind of situation for which the term "problematic" was invented. It's not offensive or discriminatory, exactly, but it some people uncomfortable, and reminds a lot of other people about some bad things that people have done to each other.

Telling the aggrieved that they are wrong to be sensitive about it, especially if you're white and they are of the class which suffered, is not appropriate.