Marketing and image burnishment opportunities abound. You can do as Dicks does. You can also take advantage of the fear of coming controls to sell weapons to stockpilers. You can noisily disassociate yourself from the NRA. If your're a cable network trailing the Hallmark Channel in the ratings, you can generate drama by using grieving schoolchildren as telegenic ventriloquist's dummies to advance your ideological agenda. T-shirts and hats are just a small part of it.