I think the shirt is provocative and that's exactly what they set out to achieve.
The message is NOT about gun control but if crazies want to run with that then that's just more free publicity.
The CBR do not shy away from such things. Shock and awe is not always the best method but good luck to them.
Interesting Frasier factoid...
Counting the time he spent on Cheers, Kelsey Grammer played the character of Frasier Crane in prime time for 20 consecutive years, a record TV-land hadn’t seen since James Arness played Marshall Dillon on Gunsmoke for the same length of time. Grammer's publicist invited Arness to join Kelsey on The Today Show in 2004, but according to Grammer, Arness rejected the idea with a brief expletive that rhymes with “duck shoe.”