Opponents of the National Rifle Association can’t help themselves: they’re laughing.

In a dramatic break with its recent past, the gun-rights organization has cancelled production at its web-streaming channel NRATV, severed its longstanding tires with the advertising firm Ackerman McQueen and dropped on-air personality Dana Loesch, who for years has served as the most public face of the NRA.

“Many members expressed concern about the messaging on NRATV becoming too far removed from our core mission: defending the Second Amendment,” wrote NRA chief executive Wayne LaPierre in a statement sent to NRA members Wednesday. “So, after careful consideration … we are undergoing a significant change in our communications strategy. We are no longer airing ‘live TV’ programming.”

The NRA’s decision appears driven by two factors: the high cost of creating live TV content, and Ackerman McQueen’s expansion of NRATV programming to include right-wing commentary going far beyond defense of the 2nd Amendment — like a parody of the children’s show “Thomas & Friends” that put KKK hoods on the animated trains.

“The development is the latest in what has been a tumultuous year for the NRA,” reports the New York Times. “It has struggled to right its finances; faced investigations in Congress and by … the New York attorney general; and witnessed a leadership struggle that pitted Oliver North, the NRA’s former president, against Mr. LaPierre.”

NRA critics took to Twitter to celebrate and mock the developments.

NRATV may not completely disappear: LaPierre left open the likelihood that the channel will continue to carry previously produced programming.

“NRA officials had grown leery of the cost of creating so much live content for NRATV, which was started in 2016, and wondered whether it was worth the return on its investment,” says the Times, noting that Ackerman was paid “roughly $40 million annually” to produce the channel and act as the voice of the gun-rights group.

“The site’s web traffic was minuscule, with 49,000 unique visitors in January,” the Times says, citing the media analytics firm Comscore.