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This morning, the Golf Channel took a swing at maximizing the marketing opportunities around Martin Luther King Jr.'s "I have a dream" speech and hit a shot straight into the trees.

The Golf Channel tweeted this around 11:40 a.m. Eastern Wednesday morning:

The shameless display of social media marketing quickly made the rounds on Twitter before it was deleted 25 minutes later. (Screengrabs continue to circulate.) Some people were just plain shocked:

Others tried to explain why the tweet was problematic by playing along: 

While at least a few people called the sport of golf itself out for its poor history with race relations: 

Others expressed straight-up outrage:

 

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