If he wants to sell that soap, then he should be able to do as he wishes. No one is forcing people to go shop there. If I saw those soaps, I'd laugh at him but I'd then just walk out and be on my way.
In Laurens, SC there's a place called the Redneck Shop that sells nothing but
Klan uniforms, Turner Diares, Mein Kampf and other white supremicist material. The owner of the building that leases space to them is actually a black civil rights leader and pastor and even he didn't give a shit for a while although he's now trying to kick him out of the building for other reasons. In fact he actually bought the deed to the business so he now owns the place and its been running for 15 years.http://en.wikipedia.org/wiki/Redneck_Shop
Some people need to grow a pair...