This merely expresses hatred of a person.

The hippies publicly burned flags, bras and draft cards to shock their opponents and make their point. This is a sick joke meant to be privately shared with your friends at the shooting range when no one else is watching.

It isn't political theater, like burning someone in effigy at a demonstration, and effigies are crude dummies assembled on the spot by the demonstrators who burn them.

This is a commercial product designed, advertised and sold for profit to the public. Burning a cross is vile, mass marketing cross-burning kits is infinitely worse. This is a whole new level of creepy.