Executive Summary
The 2026 Shooting, Hunting, and Outdoor Trade (SHOT) Show, held at the Venetian Expo and Caesars Forum in Las Vegas, has concluded, providing a decisive litmus test for the trajectory of the global small arms industry.1 Unlike the chaotic demand cycles of the early 2020s, which were defined by undifferentiated panic buying, or the supply-chain recovery period of 2024-2025, the 2026 marketplace has matured into a landscape defined by extreme sophistication and economic bifurcation.
An exhaustive analysis of social media interactions, forum discourse (specifically Reddit communities r/Firearms, r/CCW, and r/longrange), and viral engagement metrics reveals a consumer base that is increasingly polarized. The “middle market”—characterized by generic polymer striker-fired handguns in the $500–$700 range with no distinguishing mechanical features—is facing an existential crisis. In its place, a “barbell” economy has emerged. On one end, there is unprecedented purchase intent for ultra-premium, mechanically novel platforms exceeding the $3,000 threshold, exemplified by the Rideout Arsenal Dragon and updated Laugo Alien. On the other end, the budget-tactical sector, dominated by vertically integrated manufacturers like Palmetto State Armory (PSA) and Taurus, is driving immense volume through aggressive pricing and rapid concept-to-market cycles.
Our analysis of digital sentiment surrounding SHOT Show 2026 identifies three dominant “Meta-Trends” that are governing consumer purchase intent:
- The “Compensated Carry” Standard: The integration of compensators into concealed carry handguns has transitioned from a niche aftermarket modification to a mandatory factory standard. This is driven by the ubiquitous adoption of red dot optics, which provide shooters with immediate visual feedback on recoil recovery, thereby increasing the demand for flatter-shooting platforms.
- The Democratization of the 2011 Platform: The double-stack 1911, once the exclusive province of competitive shooters and affluent collectors, has been successfully industrialized for the mass market. With entry-level options from Kimber, Tisas, and Girsan appearing, the platform is poised to challenge the striker-fired hegemony in the duty and self-defense sectors.
- The “Beta-Test” Business Model: Companies like PSA are leveraging SHOT Show not merely to launch finished products, but to present prototypes (Vuk, Olcan) to the public, using social media feedback to refine designs and gauge demand before committing to full-scale production.
This report details the top 20 firearms generating the highest “Purchase Intent Score” (PIS)—a metric derived from weighted social media engagement, including “take my money” sentiment, pre-order volume discussions, and cross-platform viral velocity.
Matrix Data: Viral Velocity vs. Purchase Probability (Complete Top 20)
| Firearm | Category | MSRP | Viral Velocity (0-100) | Purchase Probability (0-100) |
| 1. Rideout Arsenal Dragon | Handgun | ~$5,200 | 95 | 35 |
| 2. Laugo Alien Creator | Handgun | ~$6,000 | 80 | 10 |
| 3. Glock Gen6 | Handgun | ~$650 | 90 | 95 |
| 4. HK CC9 | Handgun | $699 | 70 | 85 |
| 5. Staccato HD C4X | Handgun | ~$3,499 | 88 | 40 |
| 6. Canik Prime Radian | Handgun | ~$900 | 85 | 75 |
| 7. Shadow Systems AXIO | Handgun | ~$2,000 | 60 | 50 |
| 8. SIG SAUER P365-LUXE | Handgun | ~$1,200 | 75 | 65 |
| 9. PSA X5.7 | PDW | TBA | 78 | 20 |
| 10. PSA Vuk | Rifle | Prototype | 72 | 5 |
| 11. PSA Olcan | Rifle | Prototype | 65 | 5 |
| 12. Taurus TX9 | Handgun | ~$499 | 55 | 90 |
| 13. Kimber 1911 DS Warrior | Handgun | ~$1,100 | 68 | 65 |
| 14. Girsan Witness 2311 CMXX | Handgun | ~$1,149 | 62 | 70 |
| 15. Tisas Night Stalker DS | Handgun | ~$1,000 | 58 | 75 |
| 16. Flux Raider 365 | PDW | ~$499 | 92 | 85 |
| 17. Beretta 80X Cheetah | Handgun | ~$755 | 45 | 60 |
| 18. Bronco Arms TAC SX | Shotgun | TBA | 85 | 30 |
| 19. Henry SPD Series | Rifle | ~$1,135 | 50 | 55 |
| 20. Taurus Expedition | Rifle | ~$985 | 40 | 50 |
1. The Super-Premium Disruption: Engineering Beyond Budget
The most aggressively discussed firearms of SHOT Show 2026 were not necessarily the highest volume sellers, but rather the “Halo Products” that captured the collective imagination of the industry. These platforms represent a rejection of the “good enough” philosophy that has pervaded handgun design since the expiration of the Glock patents. Consumers in this segment are demonstrating zero price sensitivity, prioritizing mechanical novelty and engineering excellence above all else.
1. Rideout Arsenal Dragon: The New Benchmark for Innovation
- MSRP: ~$5,200 2
- Social Sentiment: Viral Awe / “Sticker Shock”
- Market Position: Ultra-Premium Competition/Collector
The Rideout Arsenal Dragon emerged as the undisputed “showstopper” of 2026 in terms of pure digital engagement metrics.3 Social media users were captivated by its mechanical promise, which represents a fundamental rethinking of the Browning tilting-barrel action that has dominated handgun design for a century. The Dragon features a fixed barrel and a unique lever-delayed blowback system designed to mechanically eliminate muzzle flip.4 Furthermore, its bore axis is engineered to sit lower than the grip spur, a feat of geometry that theoretically directs recoil forces linearly into the shooter’s arm rather than generating rotational torque.4
The discourse surrounding the Dragon is heavily bifurcated. On platforms like Reddit, the engineering is praised as “revolutionary,” yet the $5,200 MSRP places it firmly in the “Dream Tier” for the average enthusiast.2 However, analysis of high-end collector forums reveals that purchase intent is incredibly high conviction—wealthy collectors and competitive shooters are placing deposits despite the cost. The “First Edition” models reportedly sold out immediately 6, indicating that for the ultra-premium segment, price elasticity is negligible. The Dragon serves as a status symbol that validates the market’s hunger for mechanical divergence from the striker-fired norm.
2. Laugo Alien Creator Evolution (Aimpoint COA Integration)
- MSRP: ~$5,000 – $6,000 7
- Social Sentiment: Established Respect / System Integration Hype
- Market Position: Tier 1 Competition/Tactical
Laugo Arms continues to iterate on the Alien platform, but the 2026 buzz centered on the integration of the Aimpoint COA (Close Optical Alignment). This represents a broader industry trend toward “holistic system design,” where the optic and the firearm are engineered as a single, cohesive unit rather than an accessory relationship.8 The social conversation highlights the Alien as the primary benchmark against which the Rideout Dragon is compared.9
The integration of the Aimpoint COA allows for an even lower optical axis, complementing the Alien’s naturally low bore axis. Consumers viewing the Laugo Alien are not merely buying a pistol; they are buying into a proprietary ecosystem. The “Creator Evolution” kit, priced upwards of $6,000 for the full package 7, has not deterred buyers; rather, it has cemented the Alien’s reputation as the Ferrari of the pistol world. For the affluent enthusiast, the choice between the Dragon and the Alien is the defining debate of 2026.
2. The Duty & Carry Evolution: The “Compensated” Standard
While the super-premium segment captures headlines, the highest volume of purchase intent is concentrated in the practical carry market. Here, the trend is undeniable: consumers are demanding features previously reserved for “Roland Special” race guns—specifically, compensation and advanced recoil management—in sub-compact packages. The “plain” polymer pistol is effectively dead as a hype-driver; if a new release does not offer a compensator, a metal chassis, or a radical ergonomic improvement, it is largely ignored by the social media zeitgeist.
3. Glock Gen6: The Inevitable Standard
- MSRP: ~$620 – $745 10
- Social Sentiment: Cautious Optimism / “About Time”
- Market Position: Global Duty Standard
The Glock Gen6 is the “800lb gorilla” of the show.12 While early leaks and rumors suggested a radical departure from tradition, the final product is a highly refined iteration focused on ergonomics and texture. Social media reactions highlight the removal of the “blocky” feeling that has plagued previous generations, with users praising the new grip texture, palm swells, and undercut trigger guard which allows for a higher purchase on the firearm.12
Despite the “boring” reputation of Glock updates, the Gen6 garners massive purchase intent simply due to ecosystem inertia. Forum users debating the price increase—with some quoting MSRPs up to $745 10—generally conclude that the factory upgrades (improved trigger, better sights, enhanced texture) justify the cost over buying a Gen 5 and modifying it heavily. The Gen6 represents the safe bet; for thousands of law enforcement agencies and civilians, it is the default purchase of 2026, regardless of the lack of revolutionary mechanical changes.
4. HK CC9: The Vaporware Materializes
- MSRP: $699 13
- Social Sentiment: High Anticipation / “Finally”
- Market Position: Premium Micro-Compact
After years of rumors and “will they, won’t they” speculation, Heckler & Koch has finally entered the US micro-compact market with the CC9. The delay has worked in HK’s favor, building a “vaporware” mystique that exploded into immediate purchase intent upon release. Priced competitively at $699 14, it aggressively undercuts the premium typically associated with the brand, making it accessible to the average concealed carrier.
Analysis of the specifications—a cold hammer-forged barrel, 12+1 capacity, and fully ambidextrous controls 15—suggests HK studied the market leaders (SIG P365 and Glock 43X) closely before committing to a design. The social sentiment is overwhelmingly positive regarding the ergonomics, with users describing it as “handling like a full-size pistol” despite its diminutive dimensions.12 The CC9 is projected to steal significant market share from the Springfield Hellcat and SIG P365 series, specifically among enthusiasts who prioritize German engineering heritage (even if the gun is manufactured in Columbus, Georgia, to bypass import restrictions).
5. Staccato HD C4X: The “Grail” Carry Gun
- MSRP: ~$3,499 16
- Social Sentiment: Professional / Aspirational
- Market Position: Elite Duty/Carry
Staccato continues to dominate the “duty-grade 2011” space, effectively owning the category they revitalized. The HD C4X is the direct response to the “compensated carry” trend. By integrating a compensator into a compact, carry-sized 2011 chassis, Staccato has created what many influencers and professionals are calling the “ultimate carry gun”.17
The shift to using Glock-pattern magazines in their HD line 16 is a strategic masterstroke, arguably the most significant logistical update in the company’s history. It removes the primary pain point of the 2011 platform: expensive, finicky, and proprietary magazines. This compatibility alone has driven massive social engagement, as it lowers the barrier to entry for agencies and individuals already invested in the Glock ecosystem. For the buyer who wants the performance of a 2011 with the logistics of a Glock, the HD C4X has no peer.
6. Canik Prime Radian: The Value Disruptor
- MSRP: ~$849 – $900 18
- Social Sentiment: “Value King” / High Hype
- Market Position: Budget-Premium Crossover
If Staccato is the premium choice for compensated carry, Canik is the populist champion. The collaboration with Radian Weapons to install the Ramjet/Afterburner compensator combo from the factory 19 has generated immense buzz. Historically, adding a Radian compensator to a pistol was a $400+ aftermarket upgrade requiring user installation and potential tuning. Canik offering this configuration in a sub-$900 package is viewed as disrupting the market structure.
Social media users 18 frequently cite this as the “best value of SHOT Show,” positioning it as the primary competitor to the “Roland Special” concept (a compensated Glock 19), but with a factory warranty and out-of-the-box reliability. This partnership signals a new era where aftermarket titans (like Radian) become OEM suppliers for major manufacturers.
7. Shadow Systems AXIO: The Metal-Framed Contender
- MSRP: ~$1,999 – $2,249 20
- Social Sentiment: High Respect / Competition Focus
- Market Position: Crossover Competition/Duty
Shadow Systems is moving upmarket. Known for perfecting the polymer striker-fired gun with their MR/DR/XR series, the AXIO 21 is their entry into the metal-framed competition world. It targets the same demographic as the SIG P320 AXG Legion and the Walther Q5 Match Steel Frame.
The AXIO features a heavy-duty, precision-machined steel chassis that allows for interchangeable grip panels (polymer or machined steel), giving the user control over the weight and balance of the firearm.20 Social sentiment highlights the “shootability” and the reputation Shadow Systems has built for out-of-the-box reliability. By entering the metal-frame market, Shadow Systems is acknowledging that for pure shooting performance, mass (weight) is a feature, not a bug.
8. SIG SAUER P365-LUXE: The Refinement
- Social Sentiment: Aesthetic Appreciation / “Softest Shooter”
- Key Innovation: Alloy AXG grip, integrated slide comp.
SIG SAUER continues to expand the P365 ecosystem, which has become the “AR-15 of pistols” due to its modularity. The P365-LUXE 22 combines the AXG (Alloy X-Series Grip) module with a slide-integrated compensator. This targets the shooter who wants the concealment of a micro-compact but the shooting feel of a larger, heavier metal gun. Marketing claims of it being the “softest shooting pistol in its class” are resonating with consumers who find standard micro-compacts snappy and unpleasant to train with.
3. The “PSA Effect”: Budget Innovation & The Concept-to-Market Cycle
Palmetto State Armory (PSA) occupies a unique space in the industry analyst’s view. They utilize SHOT Show not just to launch products, but to publicly “beta-test” concepts and gauge demand. Their 2026 lineup is a mix of long-awaited releases and ambitious new prototypes, creating a dynamic where the consumer feels involved in the development process.
9. PSA X5.7: Democratizing the PDW
- Status: Release Imminent (Final Endurance Testing) 23
- Social Sentiment: “Finally” / High Volume Intent
- Market Position: Budget PDW
The X5.7 has been in the “concept” phase for several years, but the 2026 announcement of “final endurance testing” 23 has reignited buyer interest. As a Personal Defense Weapon (PDW) chambered in 5.7x28mm using PSA’s own Rock magazines, it promises to democratize the PDW format—a category previously dominated by the expensive FN PS90 and MP7 clones. Social sentiment is driven by the low cost of entry and the increasing availability of affordable 5.7x28mm ammunition (another PSA initiative). This is projected to be one of the highest volume sellers of Q3/Q4 2026.
10. PSA Vuk: The “Better AK”
- Status: Concept/Prototype 24
- Social Sentiment: Intrigue / “Russian Tech, American Made”
- Key Innovation: JAKL monobloc technology in an AK form factor.
The Vuk represents PSA’s attempt to modernize the Kalashnikov platform using the internal monobloc/bufferless technology of their JAKL line.24 Social media users compare it favorably to the Russian AKV-521, a rifle that is unobtainable in the US due to sanctions. The Vuk generates significant discussion among AK purists who want modern modularity (optics rails, M-LOK handguards) without the weight and height penalties of traditional AK side-mounts.
11. PSA Olcan: Bullpup Modularity
- Status: Prototype/Concept 25
- Social Sentiment: Niche / Bullpup Curiosity
- Key Innovation: Bullpup chassis for the JAKL upper.
The Olcan is a bullpup lower receiver designed to accept the standard JAKL upper assembly. Bullpups are historically polarizing, but the modularity of the JAKL system makes this an attractive proposition for current owners. It allows users to convert an existing rifle into a compact configuration without buying a serialized firearm (if sold as a chassis) or a completely new system. While less viral than the X5.7, it demonstrates PSA’s commitment to maximizing the utility of the JAKL ecosystem.
12. Taurus TX9: The Ergonomic Contender
- MSRP: ~$499 16
- Social Sentiment: “Glock Killer?” / Budget Value
- Market Position: Entry Level Striker-Fired
Taurus has capitalized on the massive commercial success of the TX22 rimfire pistol by upscaling its universally praised ergonomics to 9mm with the TX9.26 The pistol features a “chassis system” (similar to the SIG P320 Fire Control Unit), allowing for modularity—a feature rarely seen at the $499 price point. Analysts predict this will dominate the entry-level market, stealing share from the Canik TP9 series and the PSA Dagger, largely due to the superior grip geometry that made the TX22 a best-seller.
4. The 2011 Revolution: Democratization of the Double Stack
2026 is arguably the year the “2011” (double-stack 1911) ceased to be a specialist’s gun and became a general market commodity. The barrier to entry has dropped from $2,500+ to near $1,000, creating a fierce battleground for the mid-tier enthusiast dollar.
13. Kimber 1911 DS Warrior
- MSRP: ~$1,100 27
- Social Sentiment: High Curiosity / Skepticism on Reliability
- Market Position: Mass Market 2011
Kimber’s entry into this space is significant due to their massive distribution network and brand recognition. The DS Warrior 27 brings the aesthetics and trigger of the 2011 to a mass-market price point. It features a legacy internal extractor and a bushing barrel system, maintaining traditional 1911 DNA while adopting a modern double-stack subframe. Social tracking shows high intent among “traditionalist” buyers—those who love the 1911 platform but felt alienated by the tactical aesthetic of Staccato or the high price of custom builds.
14. Girsan Witness 2311 CMXX
- MSRP: ~$1,149 28
- Social Sentiment: “Budget Staccato”
- Key Innovation: Triple caliber options, factory compensation.
EAA/Girsan continues to undercut the market with aggressive features. The CMXX model 28 offers a compensated, optics-ready double stack for nearly a third of the price of a Staccato. Notably, it is available in 10mm Auto, a caliber option that Staccato generally ignores. This inclusion captures the hunting and “woods defense” demographic that requires high capacity and high power. The social sentiment positions this as the “entry drug” for the 2011 platform—a gun users buy to test the waters before potentially committing to a higher-end model later.
15. Tisas Night Stalker DS
- MSRP: ~$1,000 29
- Social Sentiment: Value Leader
- Key Innovation: Forged components at a budget price.
Tisas (imported by SDS Arms) has built a reputation for using forged frames and slides rather than the cast components often found in budget 1911s. The Night Stalker DS 29 applies this manufacturing philosophy to the double-stack market. Social media buzz suggests that discerning budget buyers prefer the Tisas over the Kimber due to the perception of superior metallurgy, even if the brand prestige is lower.
5. Niche Innovators & Viral Oddities
Some products generate purchase intent not through broad appeal, but by solving very specific problems or triggering intense nostalgia.
16. Flux Defense Raider 365 Ultralight
- MSRP: ~$499 30
- Social Sentiment: Frenzy / “Must Have”
- Key Innovation: Ultra-concealable PDW chassis for the P365.
Flux Defense has virtually owned the “backpack gun” market with their Raider chassis for the SIG P320. The Raider 365 31 applies this logic to the smaller, ubiquitous SIG P365. The chassis features a rapid-deploy brace and is designed to be carried inside the waistband (IWB) or off-body. Social media data indicates this is likely to be the highest “units per minute” seller once stock drops. It converts a standard carry gun into a stable PDW for under $500, offering a capability upgrade that appeals to the millions of existing P365 owners.
17. Beretta 80X Cheetah (.32 ACP)
- MSRP: ~$755 – $1,480 (LTT Tuned) 32
- Social Sentiment: Cult Classic / “The One True Caliber”
- Key Innovation: Suppressor-ready .32 ACP platform.
In a surprising turn, Beretta has revitalized the .32 ACP cartridge with the 80X Cheetah in this caliber.33 While .380 ACP is the standard for this size class,. 32 ACP offers significantly less recoil and is beloved by a vocal subset of the gun community (often referred to online as the “Cult of the One True Caliber”). The collaboration with Langdon Tactical (LTT) to offer tuned versions 32 elevates this from a curiosity to a serious defensive tool for those who are recoil-sensitive or simply appreciate the mechanical elegance of the blowback design.
18. Bronco Arms TAC SX (SPAS-12 Clone)
- Status: Import Pending 34
- Social Sentiment: Nostalgia Overload / “Jurassic Park”
- Key Innovation: Dual-mode action (pump/semi).
This is a pure emotional purchase. The original Franchi SPAS-12 is an icon of 1980s cinema (Terminator, Jurassic Park) but is rare, fragile, and expensive. The Bronco Arms TAC SX 34 promises the aesthetic and the dual-mode function (switchable between pump-action and semi-auto) at a fraction of the collector price. Social engagement is driven almost entirely by pop culture reference, but in the gun industry, “cool factor” is a legitimate and powerful driver of sales.
6. The Renaissance of Mechanical Leverage
Lever-action rifles continue to enjoy a “tactical” resurgence, moving beyond nostalgia into practical home defense and suppressor-host roles.
19. Henry Provider & Protector Series (SPD)
- MSRP: ~$1,135 35
- Social Sentiment: “Modern Cowboy”
- Key Innovation: Threaded barrels, modern materials, simplified lineup.
Henry Repeating Arms has reorganized its confusing catalog under the “Special Products Division” (SPD).36 The Provider and Protector series answer the specific demands of the modern market: threaded barrels for suppressors, durable finishes (Cerakote), and optic mounts. This is a practical defensive tool for restricted states (where semi-autos are banned) and for suppressor owners who value the quiet action of a manual repeater.
20. Taurus Expedition
- MSRP: ~$985 37
- Social Sentiment: Curiosity / Value Play
- Key Innovation: Taurus’s first bolt action rifle.
Taurus entering the bolt action market 38 is a significant strategic shift. The Expedition is designed for the “overland” hunter—featuring a short 18-inch barrel, rugged DLC finish, and AICS magazine compatibility. It targets the entry-level hunter who wants a “do-it-all” truck gun. Social sentiment is cautious but optimistic, given Taurus’s recent turnaround in quality control.
7. Conclusions and Market Outlook
The 2026 SHOT Show confirms that the small arms industry has entered a phase of hyper-specialization. The “middle class” of firearms—generic, uninspired products—is disappearing. Consumers are voting with their wallets for either the cheapest functional tool (PSA/Taurus) or the highest-performance engineering marvel (Rideout/Laugo/Staccato).
For the retailer and industry observer, the actionable insight is clear: differentiation is the only survival strategy. Whether through mechanical innovation (Rideout), ecosystem integration (Staccato/Glock), or aggressive vertical integration (PSA), the winners of 2026 are those offering a distinct, specific value proposition. The era of the “general purpose” firearm is waning; the era of the purpose-built system has arrived.
Product Analysis Breakdown: The Top 5 Handgun Contenders
The following table provides a comparative analysis of the top 5 handgun contenders, illustrating the “Price vs. Feature” battleground defining the 2026 market.
| Firearm Model | MSRP | Primary Market Driver | Key Feature | Market Threat Level |
| Rideout Dragon | $5,200 | Innovation / Status | Lever-Delayed Action | Low (Niche) |
| Staccato HD C4X | $3,499 | Duty Performance | Integrated Comp | High (Duty Standard) |
| Glock Gen6 | ~$650 | Institutional Inertia | Ergonomics / Ecosystem | Very High (Volume) |
| Canik Prime Radian | ~$900 | Value / Performance | Factory Radian Comp | High (Disruptor) |
| HK CC9 | $699 | Brand / Concealability | Micro-Compact Heritage | Medium (Carry) |
Table 1: Comparative Analysis of Top 5 Handgun Contenders by Market Position.
Appendix A: Research Methodology
This report was compiled using a multi-channel data aggregation and sentiment analysis strategy designed to identify high-conviction purchase intent rather than simple brand awareness. The methodology focuses on “active” engagement metrics to filter out passive noise.
1. Data Sources & Aggregation
The primary dataset consists of digital interactions occurring during and immediately following SHOT Show 2026 (Jan 20–23). Key data nodes included:
- Discussion Forums: Deep-dive analysis of threads on Reddit communities r/Firearms, r/CCW, r/longrange, and r/gundeals. These communities were selected for their high density of “power users” and early adopters.
- Video Content: Engagement metrics (comments, shares, and “watch time” retention) on SHOT Show coverage from major industry influencers including TFBTV, Honest Outlaw, and classic firearms media outlets.
- Social Media: Viral velocity tracking on Instagram and Twitter/X, focusing on user-generated content (UGC) tagged with #SHOTShow2026.
2. The “Purchase Intent Score” (PIS)
To rank the “Top 20” firearms, we developed a composite “Purchase Intent Score” (PIS) which weights various forms of engagement:
- High-Intent Keywords (Weight: 3.0): Phrases indicating immediate financial commitment (e.g., “take my money,” “pre-order link,” “selling my [competitor] for this”).
- Technical Debate (Weight: 2.0): Sustained threads discussing specifications, compatibility (holsters/magazines), and mechanical function. This indicates a move from “browsing” to “evaluating.”
- Viral Reach (Weight: 1.0): Simple likes and shares. While important for awareness, this is less predictive of actual sales than the former two metrics.
3. Trend Identification
“Meta-Trends” (e.g., Compensated Carry, Bifurcation) were identified by grouping individual product discussions into broader categories. A trend was confirmed only when multiple manufacturers released products targeting the same specific user behavior (e.g., Staccato, Sig Sauer, and Canik all releasing factory-compensated carry guns simultaneously).
4. Limitations
This analysis relies on digital sentiment, which can skew towards younger, tech-savvy demographics. It may underrepresent the “traditional” hunting market or offline institutional sales (Law Enforcement/Military contracts) which are not discussed publicly.
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