“Evan Hafer, the founder of Black Rifle Coffee Company, is an avid hunter, fisherman, gun enthusiast and coffee aficionado,” the BRCC’s website informs. “He spent his military career serving in the U.S. Army as an infantryman and Special Forces soldier. He deployed throughout the globe conducting numerous operations and training. Throughout his personal and professional life, Evan has not only been deploying in service to out country he has owned a coffee roaster and roasted coffee for himself and for multiple small, high-end restaurants.” I thank Mr. Hafer for his service and share his passion for coffee. But I am appalled at his company’s video above . . .
The BRCC’s attempt at humor is deeply offensive. It’s openly, unconscionably and violently anti-gay. The pseudo-water boarding torture sequence is shocking, well beyond the pale. The video’s tag line “Black Rifle Coffee. It’s not for BLEEPing pussies” adds insult to injury.
“An armed society is a polite society.” That’s the gun rights advocates’ way of reassuring wary Americans that gun owners are no threat to the values of tolerance, cooperation, education, self-improvement and equal opportunity that form the foundation of this country we love. And it’s true. Except when it isn’t.
When it isn’t true – when gun-owning Americans display intolerance or hatred towards their fellow Americans or, God forbid, act out their animus – our gun rights are a blessing, not just a boon. Civilian homosexuals have just as much a right to defend themselves by force of arms as straight Special Forces veterans. A right the LGBT community is well-advised to exercise.
Don’t get me wrong. I’m not suggesting that Mr. Hafer and his well-armed friends are a physical danger to homosexuals. But culturally – which is where the battle for gun rights is won or lost – with “marketing material” like this, BRCC are a threat to us all. They should delete this video, publicly apologize for its creation and send a large donation to Pink Pistols.