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With all the focus on Cooper's right to say what he did, there's not been a whole lot of focus on his responsibility. He used his company as a platform for his personal beliefs, and thereby put it in opposition to its own customer base. That's a violation of the duty he owed the company by virtue of being a CEO.
Replace "guns" with any other product and 1) he wouldn't have said what he did and 2), if he had, the backlash and the company's reaction would have been a nonstory.
He either saw the company as something he could do anything he liked with, or he just didn't care.
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