Yay for pigeon chess!
The difference between these situations is that Sarah Palin used firearm imagery and actively encouraged the targetting of opponents with the slogan "Don't retreat, instead reload." Jesse Kelly opted for "Help remove Gabrielle Giffords from office. Shoot a fully automatic M16 with Jesse Kelly." Lachowicz stupidly joked about killing a man herself, Palin asked her supporters to target her opponents and did it without any hint of humour or irony.
And this is in a nation rife with gun crime, where shootings are relatively commonplace. Last I heard the only bathtub drownings most Americans had to deal with also involved aging popstars and copious amounts of cocaine.