Since we all know how much hard work and luck is involved in courting, commanding and retaining attention in today's economy of infinitely proliferating distribution channels, they chose the only sensible and sure fired way of getting the world's attention, if only for a few days: kill some people in broad daylight in Manhattan with some big-assed guns.
And so the practical realities of meaningful speech and the hypertrophied, nonsensically legalistic preservation of the right to carry a firearm have converged into a media strategy for our age. May we find a way back from the edge.
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