The silent majority doesn’t make a lot of noise, at least in the same way your run-of-the-mill leftist activist does. Typically, when you anger Americans you will start to see how badly you messed up over time. For Dick’s Sporting Goods, their decline is incredibly expensive.

It all started when the Parkland shooting caused Dick’s CEO, Ed Stack, to declare that his company would no longer sell AR-15’s, and urged more gun-control laws be put in place. Naturally, this didn’t sit well with Americans, who began turning their back on the business. Stock shares began falling, and instead of course correcting, Stack doubled down on his anti-gun stance.

Now, according to the St. Louis Post Dispatch, the house that Stack razed has lost out on millions of dollars, and what’s more, Stack isn’t even sorry: