Kinja Deals ad fail

A Kinja Deals ad mixed in with editorial content at Lifehacker announces a low Amazon price on CRKT’s AR multi-tool. The Kinja ad shows the tool with blade open and mentions a bottle opener and three hex wrenches. I like seeing multitools in all their spidery glory, so I clicked through to the Amazon page. And I thought the tool looked a little odd, a little specialized, with small projections that had nothing to do with opening bottles or tightening hex nuts. I looked at Amazon’s list of features, which begins with “AR Cleaning Tools.” Oh. And I scrolled down to read this description:

Maintenance is the mark of a master. Designer Joe Wu knows that there’s a world of difference between the recreational shooter and the one that’s spent years honing his skill. One notable difference: proper maintenance. Joe has given the AR Tool both a compact, highly useful blade on a slip joint as well as a nine-in-one scraper tool. Built to quickly clean 12 critical surfaces of bolt components, it’s equipped to restore an AR to working order at the range or in the field. The precision-cut tool is ideal for cleaning the bolt, firing pin, carrier, and cam pin so your favorite range companion never slows down.

So the marketing arm of A.V. Club, Clickhole, Deadspin, Gizmodo, Jalopnik, Jezebel, Kotaku, Lifehacker, The Onion, The Root, and The Takeout is pushing a multi-tool made for cleaning semi-automatic weapons as “a perfect everyday carry.” Imagine being the sap who buys a CRKT AR, perhaps as a gift, without understanding its purpose: “Why, thank you, Uncle Ned. Thank you, Aunt Jean. You’ve gifted me with the perfect tool for — for — cleaning an AR-15??”

That the primary use of this multi-tool is missing from the Kinja ad might be a matter of carelessness. Or it might be a matter of coyness. Either way, Kinja Deals is doing Lifehacker readers a grotesque disservice.

[There’s a tweet as well, showing only the blade. All comments on the Kinja ad are marked “pending,” including mine.]