Badly Timed Billboard

This billboard from Menards, a regional big-box hardware chain, just went up in the past few days along one of our local highways:


Yes, yes, I know it's almost deer hunting season and I'm not the intended audience for this product. But really, they call their product Sniper? When was that every a great idea, even before the mass killing in Las Vegas?
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As seen on the south-bound side of Highway 280 near the Como Avenue on-ramp.