The National Rifle Association deactivitated its Facebook account a day after the Connecticut shootings, soon after trumpeting the fact that it has hit 1.7 million fans.
The group has said it will not comment on Friday's mass murder until all the facts are known.
Its other social media accounts have also remained silent, though the lobbying group is a constant subject of debate as the country's most powerful opponent of gun control.
The NRA did not immediately respond to calls from TheWrap for comment on why it deactivated its Facebook account.
But it isn't hard to guess: The move spared it from a barrage of messages both for and against restrictions on firearms.