These folks are taking a light approach to the problem Zetta refers to in this JOMB chat.

From their About page:
“You’re invited!
Welcome readers of all races, shapes and sizes. Here is where you’ll be safely, carefully introduced to books written by black people. Now, don’t be alarmed. The books are written by black people, but like other books, they can be read by anybody. In fact, we WANT you to read our books. Don’t let the fact that publishers and booksellers put us in the back in the special section of the store scare you. They do that because they want African American readers to be able to find us easily, which is a good thing. However, it has come to our attention that it also puts some of the rest of you off.

So we are extending an official invitation for you to check out our section of the bookstore. Much like in the rest of the bookstore you’ll find books about thugs, hos, murder, revenge, sex, sisters, mothers, daughters, friends, husbands and wives, children, and God. You’ll find romance, mystery, deep thoughts about the meaning of life and death, tear-jerkers and belly laughs….“