"How the hell is this not inciting violence?"

But the North Carolina billboard that went up over the weekend does not depict horsemen. It shows photos of the freshman congresswomen also known as “the Squad”: Rashida Tlaib of Michigan, Alexandria Ocasio-Cortez of New York, Ilhan Omar of Minnesota and Ayanna Pressley of Massachusetts. The billboard calls the progressive Democratic members of Congress “idiots” and is signed by “the Deplorables.”

Cherokee Guns, a Murphy, N.C., gun shop about a mile away from the sign, took responsibility for the billboard. An image shared to the shop’s Facebook page Sunday went viral this week and drew a sharp rebuke from the women pictured, as well as anti-gun-violence advocates. The Coalition to Stop Gun Violence on Monday called the billboard “violent rhetoric.”

“Threats against members of Congress, particularly minority members are [trending upward] and it is driven by the president’s racial rhetoric,” the group wrote. “This is dangerous!!!”