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To your last point making a significant change in the US gun regulations that would reduce mass killings \[particularly of children\] is not something that's going to happen overnight or as a result of one initiative. The fact that consumers are starting to appreciate they can flex their muscles and make a point on the issue is noteworthy. There were a number of other consumer related actions that occurred at the same time beyond the REI/MEC boycott of Vista.
I would also not expect the CEO of Vista to fold and acknowledge the impact of the consumer backlash they faced. So his denial is really meaningless.
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