Say what you will about Trump: the man never misses an opportunity to use a national tragedy for personal gain.

Three times in the past two days, the president has been spotted wearing his campaign's own "USA" hat while in public settings. Trump has come under fire for turning the Texas emergency into a fundraising opportunity for his war chest.

The USA hat in question is currently available for $40 on Trump's campaign website.

While some see it as a way for him to express his patriotism, for many Trump's choice has crossed yet another ethical boundary: the president shouldn't be taking advantage of a natural disaster to promote his personal brand.

As @realDonaldTrump leaves for Texas, he makes sure he's carrying the hats he's been advertising—yours for just $40 on his campaign website pic.twitter.com/jCtexY3iOx — Citizens for Ethics (@CREWcrew) August 29, 2017

For a third time, Trump is using Hurricane Harvey as product placement for a hat he sells for $40 pic.twitter.com/8Js7DEnbAs — Gabriel Snyder (@gabrielsnyder) August 29, 2017

Walter Shaub, the former director of the U.S. Office of Government Ethics who resigned before he could spontaneously combust, had this to say:

The presser would be more convincing if POTUS weren't wearing merch touted as the hat “worn by 45thPresident-Elect Donald J. Trump, himself” pic.twitter.com/kbv0KFvaS9 — Walter Shaub (@waltshaub) August 29, 2017

Some speculated that it was just a matter of time before Melania's hat appeared on the website as well.

Okay how much is the FLOTUS hat gonna cost in the official Trump web store — Patrick Monahan (@pattymo) August 29, 2017

And others were just happy that Trump knew the name of their country.

I like when Trump wears the USA hat. Lets me know what country he's President of — Brendan O'Hare (@brendohare) August 29, 2017

Ladies and gentleman, the president of ShopDonaldJTrump.com.