So they're trying to disassociate egg hunts from Jesus by not calling them "Easter", right? Do they think the word "Easter" somehow refers to Jesus? What do they think "Easter" means? Do they realize the egg hunts are a relic of a pagan ritual, or do they just know eggs have nothing to do with Jesus?
Do you think this really matters though? Yes, the connection between Jesus and eggs or Jesus and the word Easter is and always was specious. But that doesn't mean that in the here and now the two aren't pretty inextricably linked.