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While I will most likely never give them my business again, credit must be given where credit is due.
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But what if it's an empty gesture, as Jim pointed out? If they're not filling government contracts already (and I doubt they are), then they lose nothing by doing this.
This isn't a risk or a sacrifice for them. Magpul leaving Colorado is a sacrifice; this is a Facebook missive.
And this isn't the first time they've gotten creative with pricing to capitalize on a tragedy. They did it after Virginia Tech as well.