I like it!!
The problem comes from non-gun owners and non-hunters who think "semi-automatic assault rifles" are overkill for hunting. When I've mentioned that I've used an AR for deer hunting, I usually get comments like, "Geez, is there anything left of the deer!?", or, "Isn't that kinda overkill for deer!?" I then have to explain the whole intermediate cartridge concept, and that an AR firing the .223/5.56mm is actually less powerful than your average deer rifle like a .30-06. Many people have been indoctrinated to think these rifles are extremly powerful, more powerful than us mere mortals should posess, by the media.
I do like the message a lot, but I'm afraid many people like the ones I mentioned will not get it.