The game retailer's shares have taken a hit this week, falling nearly 20 percent.

Without even thinking, Joe Ortner rattles off a list of items on his family's dairy farm that could kill you: 1,000 gallons of diesel, 500 gallons of gas, cleaning chemicals in the milking parlor, oil and lubricant for repair work and a 6-foot-deep manure pond in which you could drown.