They didn't "out him". He took a very conscious, very public stand backing Obama. Obama is in favor of destroying the right that the company is based on. He made himself a millstone around the company's neck.
I'm quite certain that their orders took a huge, instantaneous hit. They are doing damage control.
There is a reason that most businesses don't publicly back a candidate, because it will tick off half their customers. In the firearms business, that number can be more like 95% when you back an anti-rights candidate.
Would you suggest that they lay off all of their employees and close the doors in order to defend his right to use the company as a prop for Obama?
OK..OK....