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Considering what a small percentage gun sales contributes to their bottom line, they can pander to the media, get free advertising and give up virtually nothing.
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^^^This. I haven't gone to Dicks for any kind of firearm/hunting/fishing purchase in a long time, nor do I know anyone who does. Occasionally I buy my kids soccer cleats or basketball shoes there, or have in the past. I would peruse their outdoors section (they call it the lodge, I believe), and remember why I go elsewhere. I almost never see anyone in the outdoors section... they just don't cater to it. Dicks could probably give up "The Lodge" and focus more on Golf, gym equipment, and other stuff and not lose any money.