I think you are taking too narrow a view here, RR.
For the players - at least the ones who've educated themselves on history - having "an owner" is a problematic thing from the start. Mostly, it can be forgotten as a necessary evil in their desire to play in the NBA but I have no trouble imagining many players in many leagues having philosophical objections to "an owner", even when the guy is nice and generous and friendly.
For the players right now, there is leverage. A unique opportunity to exert some influence on the NBA and all its owners. A chance to dispute, even in a small way, their status as "owned" by a rich white billionaire. A chance to have some minor say in the way the "owners" can publicly act and behave.
No players in no leagues in history have had as much access to the media, as much power in the form of money and fame and as much credibility with the public (and it's "court" of opinion). Comparisons to the "civil rights era" are outdated and not useful in today's context. And further, saying this is about "language" might be technically correct (the best kind!) but misses the larger point that it is not acceptable to behave like a racist, even in your home, if you've got a recording device running. Sterling's "language" was (in the first tape) about regulating behavior and "making him look bad". In the Cooper interview, Sterling doubled down by using language to state that African Americans don't help out their communities and that Magic "banging" sets a bad example. From the guy who brags in MULTIPLE depositions about how he likes to bang women who aren't his wife.
It's not the language - it is the actions behind them. Sterling likely would have gotten away with a public reprimand from the NBA if he hadn't previously been found to ACTING like a racist slumlord, interested in holding down those he didn't view as equal. In Sterling's case, the words set the fire but all the kindling and fuel had been put there by Sterling himself, throughout his tenure as "owner" (in particular, the Baron Davis stuff and the "look at my black boys" stuff).
Suggesting this to be about language is only part of the story, and frankly, it ignores the more important part. I realize that parsing language is kinda your thing but this is about way more than language to some of these players.