It’s not the first time ‘Tactical Firearms’ has displayed a controversial message on its outdoor marquee, but its latest sign is turning more heads than usual. CEO Jeremy Alcede says it’s a fair question, in the wake of two American journalists being beheaded by ISIS.

KHOU “I look and see what’s going on throughout the week, realize what’s an issue, what needs to be fixed, and if I think it’s important then that’s what I’ll voice my opinion,” says Alcede. And for families driving by, who find the message offensive, Alcede says they use the opportunity to educate their children. “You should show them the news and say this is reality kids. Beheadings happen, but they shouldn’t.”

Not everyone thinks the message is effective. “I think as far as freedom of speech is concerned it’s protected, but it’s in pretty poor taste,” says Katy resident Marco Romero. But Stacey Hayes says she agrees with the sign.”He’s saying things the rest of us might be afraid to say.” Alcede says he changes the message every Wednesday morning, and as long as his business remains open, he will keep exercising his First Amendment rights on the marquee.