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"If the family members had died in a fire on the second floor of their home, and his company was selling fire escape ladders instead of shotgun racks, would his press release still be considered in poor taste?"
Absolutely yes, it would be considered bad taste, and probably would've drawn a lot of the same criticism, without the "gun nut" prejudice, of course, and probably not so disproportionate and personal.
Looks like you're doing what you can, with issuing the apology and explanation. John, you made a foolish decision (who hasn't done that?) and you're stepping up, taking the heat, and offering a decent apology and explanation. You seem like an ok guy to me, for what that's worth.
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