Several days ago, CNN released a video featuring an apple. By now, I suspect most of you are familiar with it. It was a shot at President Trump and many other critics of the network’s highly partisan coverage, but a horrible one. After all, their defense was basically, “Pay no attention to the man behind the curtain.”

Now, the National Rifle Association has their own shot back and the cable news network:

A transcript:

This is a Lemon.

Some people might try to tell you that it is a journalist.

That it is not biased.

That it retains journalistic integrity after baselessly accusing our president of inciting a civil war.

Some people might try to tell you that this is a journalist.

They might scream, journalist, journalist, journalist…over and over again.

They might put JOURNALIST in all caps.

But this is Lemon.

Its network colluded with a Democratic presidential candidate.

Its colleague gave debate questions to Hillary Clinton.

Don’t be fooled.

This is not a journalist.

This is a Lemon.

A bitter Lemon.

This version contains a handful of facts that CNN left out of their apple ad, such as colluding with Hillary Clinton’s campaign and cheating during the debates. If CNN wanted to be taken seriously by people regardless of politics, they should probably have avoided showing such bias during the campaign. Yes, even if Clinton’s win was a foregone conclusion.

Meanwhile, the NRA is taking on the journalistic establishment that routinely offers an anti-gun narrative. They’re hammering away at the entire media machine because it’s all complicit in presenting a biased, liberal narrative that is inherently anti-Second Amendment. They simply do not support the right to keep and bear arms, and they let that cloud their work.

And in this case, with the jab being at CNN, it makes sense to use a lemon as the fruit of choice. After all, CNN does have Don Lemon on their payroll.

Undoubtedly, some may take issue with the NRA trading barbs with a cable network, but it does make sense. The media is where most people get their information, and they’re getting awful information. Remember Steven Crowder sat down to speak to people, to get them to try and change his mind on guns, and they were so awfully and completely wrong. These are people who got their knowledge from the media, and it’s awful, yet they thought they were informed.

The media is presenting a horribly biased narrative, presenting it as the gospel fact, and trust that people will their claims of being unbiased seriously…and why wouldn’t they? People buy it because they don’t know just how biased it is. They don’t know enough about the subject to make a reasonable judgment, but they think they do.

In the process, they’re impacting the NRA and its mission to support and defend the Second Amendment. They’ve set themselves up as enemies of the Constitution.

So yeah, I get it. I understand exactly why the NRA is going after the media, and I think this is a really clever way to do it.