Over-the-top iconography

Last week, Whitby made the news when a local parent strenuously objected to the Boy Scout badge her son brought home. The Toronto Star had somewhat predictable coverage:

Cale Northey went to a Scouts Canada camp to learn about gun safety. He came back with a "licence to kill."

That's how his parents view the badge the 11-year-old brought home from a target shooting event in Oshawa last weekend.

The badge features an Agent 007-type figure pointing a gun with a red target over his heart.

"I think it's terrible," said Cale's mother, Jane Northey. "We've got kids shooting up everyone these days. What kind of message are we sending them? This badge is a licence to kill sponsored by Scouts Canada."

I thought the whole thing was overwrought, and just another excuse for the Star to run a glib anti-gun article. Until I got a look at the actual badge, and I discovered that Jane Northey had a case:

Could you have designed a badge that was more likely to get up the noses of people who aren't comfortable with guns? This is the intellectual equivalent of a drive-by mooning.

What. Were. They. Thinking?

What part of "responsible gun handling" does this illustrate?