Are they? Or perhaps they're trying to protect a multi-billion dollar business in the midst of insanity? Gee, I don't know...
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The "clueless" Dicks Sporting Goods is now approaching 500-stores and pulls in billions of dollars. As clueless as they are, The Lodge in many stores accounts for over half of their business and if you multiply the number of stores by the number of gun sales, I'd say there's an odd chance that they have at least a minimal functional knowledge about what they are doing. Much like Midway, Brownells, J&G et al that will hardly do business in this state at all, Dicks has bigger fish to fry than worrying about getting entangled in the web that is Massachusetts - so forgive them if they err on the side of caution - even to a point of what you or I believe to be stupidity. For all the bitching that goes on about DSG by the superstars of the interwebs, Dicks Sporting Goods is pretty successful - at least out here. I haven't heard of any Massachusetts stores closing due to lack of business, so they must be preying on idiocy...And guess what? Despite what you may think, I'm no cheerleader for big-box anything and have had hair-pulling moments with corporate decision making, but guess what else? I don't own or hold stock in the company - I have no risk. I'm treated and paid pretty well for my customer service and knowledge base - that's it. I have however used my knowledge base to derail more than a few misadventures with over-interpretation of the law, including some pretty humorous edicts about what constituted "high capacity" and/or prohibited firearms. I'll save that for another day.
My opinions on Dicks Sporting Goods are pretty well-known. I do indeed work there - albeit part time. I was hired by them for my functional knowledge on firearms, (as well as kayaks and camping gear - ask me about fishing tackle however and I glaze over). It was not however for my prowess on interpreting the largely uninterpretable. That being said, I have had to use my google-fu on more than one occasion when dealing with inventory. Are all Dicks Sporting Goods employees knowledgeable? Nope. Are some clueless about firearms? Yup. Again, ask me about anything but basic fishing tackle, (jitterbugs, poppers, red devils, etc) and you'll find out what clueless is.
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I do not however endeavor to advise corporate on how to best traverse an icy slope, so if they seem "clueless", then my guess is they find fiscal longevity and safety in that cluelessness...