It's the optics, stupid.

A political action committee launched by Hillary Clinton invoked the murder of Heather Heyer on Friday to promote the former secretary of state's upcoming book tour.

Heyer was killed on Aug. 12 in Charlottesville, Va., after a man rammed his vehicle into her and a group of people who were there to protest a rally featuring several white nationalists.

Naturally, the email pitch from Onward Together was met Friday with some harsh criticism.

"The gross moment where Hillary Clinton invokes the murder of Heather Heyer to sell tickets for her expensive book tour. It's not OK," said part-time activist and full-time grievance-monger Shaun King.

The online news site Mediaite published an unflattering headline that read, "Hillary Clinton Uses Heather Heyer's Murder to Promote New Book Tour."

"Twice failed presidential candidate Hillary Clinton is embarking on a tour to promote her latest book — and she's using the tragic murder of Heather Heyer to promote it," read the story's opening lines.

At first blush, some of the reactions to the Clinton email pitch seem a bit over-the-top. Then again, we see the point. The email did invoke a tragic death in the service of peddling Clinton's new book, "What Happened."

Here's how the Onward Together email reads:

Becket --

I have been thinking lately about bravery – the bravery of citizens like Heather Heyer who lost her life fighting the organized forces of hate and divisiveness, of volunteers who are rescuing strangers in the wake of Hurricane Harvey, and of young DACA recipients who are fighting for their future in the only country they know and love.

Some days, it feels like the work left to do is insurmountable. But if I've learned anything, it's that those are the days we need each other the most. That's one of the reasons we created Onward Together: to support smart, passionate activists who know what needs to be done and could use a little bit of our help to get there.

It goes on like that for a bit until it gets to the real point. The email ends with these lines: "This fall, I'll be embarking on a book tour of my own – which means that I'll be able to see many of you while I'm out on the road. Click here to get more information about where and how you can get tickets, and hopefully I'll see you soon. Onward!"

Yes, in the course of a few paragraphs, the Clinton PAC email goes from memorializing a vicious murder to advertising a book tour, which you can participate in if you're willing to shell out anywhere between $50 and $2,000 for tickets.

We understand why this one rubbed some people the wrong way, but maybe this isn't something worth getting all that bent out of shape over. It's not like there's a shortage of outrage on the internet or anything.