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Darwinianevolution said:
Wallmart, we have discounts worth DYING for.

But seriously, how is it that people get so violent over this?

Mob mentality.  Same way you'll see riots that do more damage to the people the rioting group claims to be standing up for.  Same way a simple debate can grow and grow and then suddenly spiral out of control into nothing but insults and presumption, often from people with no steak or knowledge in what is being debated.  Individuals are reasonable, the mob never is.