Zuckerberg is different because he also controls a majority of the voting shares. Smith & Wesson has been owned by various private equity firms and is now a subsidiary of a larger group, so going after their CEO is basically pointless.
Could not possibly disagree with this more, and if you find your models about mass political behavior breaking on reality I think this belief is an excellent place to look for an explanation
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To me, it looks like personal criticism of Zuckerberg as a means of influencing Facebook is effective. It's not very pleasant, but it seems like it works, and that's why people do it.
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I think if you asked most progressives to list every means of influencing gun policy they could think of, virtually none of them would mention pressuring CEOs. But it you asked "Should gun-maker CEOs be held accountable for gun deaths?" they would overwhelmingly respond "yes."
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