Yes, your characterization as a hit piece is correct. The sky is falling at Seeking Alpha. The author found it compelling to warn all the longs (what a kind hearted soul) that sales will slow down from 2012 levels and that guns last a long time. What amazes me (continuously) is that the shorts still do not understand 100% of the demand effect in the gun world and how its changing. They think guns are like electric drills.
'Guns outlive their owners' - where have i heard that before. Its a rather tired line of logic.