Sums up the publics understanding of EBR. The poster is entirely appropriate.
E = Evil, as in frightening or scary, something intended to elicit fear and respect. Which implies more is wanted, with little regard to how it's done. Ethics aren't considered, just results.
B = Black, a color known to ATTRACT the human eye. Completely the opposite of tactical in the sense of combat use. Most professionals, the Army, and serious hunters, don't use black. They use a specific color to blend WITH the environment. They are looking to be ignored, not given attention. Of course, that has nothing to do with what some buyers think they need, and black continues to be marketed.
R = rifle, a shoulder mounted weapon with barrel typically over 18" for use at medium to long ranges. Largely obsolete for individual soldier use, a supplementary firearm in larger units. For combat or hunting, maximum ranges tend to be less than 350m shots, and most are under 150m. Carbines are exactly what are issue and used to do that job. Rifles were superceded because they simply were too much gun for the soldier to want to shoot, and more bullets downrange were needed, not higher powered ones.
EBR's have their place in SWAT teams and carried by a few users in the field when the circumstances permit. For the rest of the combat force, or hunters, not so much. They are counterproductive to putting rounds on target.