(CNN Money) — Back in February, Dick’s Sporting Goods made a bold decision to stop selling assault style rifles and high capacity magazines, and to raise the minimum age to purchase a gun to 21. Executives there braced for pain. Instead they got good news. Dick’s Sporting Goods stock price surged by as much as 27% after it reported stronger than expected quarterly sales and profit Wednesday. It’s the first measure of their decision to pull away from some guns.