Most of the Second Amendment advocates on social media are up in arms – no pun intended – about Walmart’s decision to deeply scale back its sales of ammunition. Now, it would be easy enough to pillory Walmart’s press release. “Short barrel rifle ammunition” and “large capacity clips” aren’t really a thing, after all, but getting details right is less important than getting the proper spin on your public relations story.

The short version of what I’m sure will be my unpopular take is that Walmart is, first and foremost, a business. It exists as a money making machine for its shareholders. The end. Somewhere in an Arkansas-based executive suite, they made a business decision that they could afford to lose some percentage of their sales by getting out of a segment of the retail ammunition business. Unless Walmart is being run by certified morons, it was a dispassionate decision made based on dollars and cents… and no, before someone asks, Walmart isn’t infringing on your Second Amendment rights.

It’s been a long time since Walmart was just a simple chain of southern variety stores, but they are still big business in rural communities across the country. They sell a metric shit ton of hunting equipment, outdoor supplies, and yes, ammunition and firearms. Because of their ubiquity in the marketplace, avoiding their reach completely feels unlikely… but a simple check of my last year’s expenses shows me that if I simply change where I get my canned goods, dry foods, and basic groceries, I can deprive them of upwards of $5,000 a year – a bit more if you figure in other household incidentals.

One person’s changed buying habits won’t make a lick of difference to Walmart, of course, but it will funnel money into other businesses, that are, perhaps, less willing to sell out a core demographic element of their business model. A few hundred or a few thousand people determined to do the same can make a tremendous difference in throwing cash towards businesses that support, or at the very least aren’t antagonistic towards their values and priorities.

Walmart has their own business calculus and so do I.