I saw the videos and listened to the gun fire; the rhythm was erratic. I'm pretty confident the rifle he was using wasn't "fully automatic". My guess is it was some kind of bump fire mechanism, or similar.
If they want to benefit from the craze, have them buy and use the lures (I think). It'll cost a few bucks a day and bring in a lot of foot traffic according to other small business owners on the internet.
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