HOUSTON -- It's not the first time Tactical Firearms has displayed a controversial message on its outdoor marquee, but its latest sign seems to be turning more heads than usual.
It says "Does one of Obamas family members have to be beheaded for "change" to happen?"
CEO Jeremy Alcede says it's a fair question, in the wake of two American journalists being beheaded by ISIS militants.
"I look and see what's going on throughout the week, realize what's an issue, what needs to be fixed, and if I think it's important then that's what I'll voice my opinion," says Alcede.
And for families driving by, who find the message offensive, Alcede says they use the opportunity to educate their children.
"You should show them the news and say this is reality kids. Beheadings happen, but they shouldn't."
Past signs have included shots at the President over immigration reform and gun control.
Not everyone thinks the message is effective.
"I think as far as freedom of speech is concerned it's protected, but it's in pretty poor taste," says Katy resident Marco Romero.
But Stacey Hayes says she agrees with the sign.
"He's saying things the rest of us might be afraid to say."
This business is no stranger to controversy.
Recently, KHOU profiled Alcede's fight against a possible foreclosure and how his business partner is suing him for allegedly using profits for personal trips and purchases.
Alcede says he changes the message every Wednesday morning, and as long as his business remains open, he will keep exercising his First Amendment rights on the marquee.