America’s largest arms dealer, Walmart, took heat this week after a disturbing display was discovered in one of its stores. A Twitter user posted the photo of a rack of rifles in a glass case with a sign atop that read, “Own the school year like a hero,” and it quickly went viral. Although it’s unclear whether the display was created by an employee or a shopper with a despicable sense of humor, the retail giant removed the display after being notified and made a public apology.
Explain this @Walmart pic.twitter.com/Ir9pwg0MeF
— Anthony (@OMGItsBirdman) August 9, 2017
The signage atop the display had nothing to do with guns; it’s part of a superhero-themed back-to-school campaign. The juxtaposition of firearms and a back-to-school message is disturbing in a nation plagued by school shootings. This point wasn’t lost on Leeanna May, the person said to have taken the first photo of the display in Evansville, Indiana. “We have already lost so many innocent lives to guns,” May told The Washington Post.
Charles Crowson, a spokesman for Walmart, issued a statement saying, “What’s seen in this photograph would never be acceptable in our stores. We regret this situation and are looking into how it could have happened.”
Walmart’s social media team was busy on Twitter on Wednesday, apologizing for the display.
Absolutely, Anthony. We agree this was horrible and we've since removed the sign from the display. -Vik
— Walmart (@Walmart) August 9, 2017
We hear you. This was horrible and we removed the sign as soon as we found out. -Vik
— Walmart (@Walmart) August 9, 2017
We understand and agree this is truly horrible. We want you to know we removed this as soon as we were alerted to the store location. -Vik
— Walmart (@Walmart) August 9, 2017
We totally agree. We have since had the sign removed from the display. This was horrible and we're so sorry this happened. -Vik
— Walmart (@Walmart) August 9, 2017
Grieving couple comforting each other
This response to someone grieving a friend might be the best internet comment ever
When someone is hit with the sudden loss of a friend or loved one, words rarely feel like enough. Yet, more than a decade ago, a wise Redditor named GSnow shared thoughts so profound they still bring comfort to grieving hearts today.
Originally posted around 2011, the now-famous reply was rediscovered when Upvoted, an official Reddit publication, featured it again to remind everyone of its enduring truth. It began as a simple plea for help: “My friend just died. I don't know what to do.”
What followed was a piece of writing that many consider one of the internet’s best comments of all time. It remains shared across social media, grief forums, and personal messages to this day because its honesty and metaphor speak to the raw reality of loss and the slow, irregular path toward healing.
Below is GSnow’s full reply, unchanged, in all its gentle, wave-crashing beauty:
Why this advice still matters
Mental health professionals and grief counselors often describe bereavement in stages or phases, but GSnow’s “wave theory” gives an image more relatable for many. Rather than a linear process, grief surges and retreats—sometimes triggered by a song, a place, or a simple morning cup of coffee.
In recent years, this metaphor has found renewed relevance. Communities on Reddit, TikTok, and grief support groups frequently reshare it to help explain the unpredictable nature of mourning.
Many readers say this analogy helps them feel less alone, giving them permission to ride each wave of grief rather than fight it.
Finding comfort in shared wisdom
Since this comment first surfaced, countless people have posted their own stories underneath it, thanking GSnow and passing the words to others facing fresh heartbreak. It’s proof that sometimes, the internet can feel like a global support group—strangers linked by shared loss and hope.
For those searching for more support today, organizations like The Dougy Center, GriefShare, and local bereavement groups offer compassionate resources. If you or someone you know is struggling with intense grief, please reach out to mental health professionals who can help navigate these deep waters.
When grief comes crashing like the ocean, remember these words—and hang on. There is life between the waves.
This article originally appeared four years ago.