Columnist Sanjay Sanghoee writes that, like cigarette marketers, gun companies, which did extremely well this year, market sniper weapons as cool. "From the iconic Marlboro man to clever product placement in Hollywood movies, cigarette manufacturers systematically shaped the zeitgeist to glamorize their product and appeal to consumers." That, he says, is a relic of the past, but it's current for guns. "Firearms, like tobacco, are sold on the foundation of coolness...It is a lifestyle marketing strategy revolving around the cowboy culture." He also points out that gunmakers could care less who the end user is, just as long as they have sold it to a licensed dealer.