Designated Hero: Matt, in the early seasons, was more likely to kill people with an Instant Death Bullet than arrest or at least injure them, making him seem the "shoot first, ask questions later" kind of lawman. A widow of one of the perpetrators he gunned down calls him out on this in "Reward For Matt". He says he takes no pride in killing, but rarely shows shame.
Fan-Preferred Couple: The writers of the show got a lot of mail (especially from women) stating that they wanted to see Matt and Miss Kitty get married. The writers toyed with the idea, but felt that if Matt was married he really couldn't go out and do all the dangerous things he did.
The Scrappy: Some consider Chester to be almost completely useless when trying to help Matt on the job. Which was odd seeing as Chester could be rather formidable on his own, as he proved numerous times against groups of bandits.
Values Dissonance: "Yorky" shows a boy raised by Arapahoes being talked into integrating into a white community, or a "civilized" community, as Matt and Chester put it.
Complete Monster: In the comic, Jim Carr is an Amoral Attorney seeking to be the greatest cattle rustler in the West. To do so, he takes advantage of a village's tensions to create a range war so bad that "the range will run red." To do so, he murders some ranchers to do a Frame-Up for the other side. His original plan to kill a few more ranchers to start the war is complicated by the arrival of Gunsmoke. To speed things up, he kills the neutral sheriff, who happens to be his father-in-law, and tries to frame him as taking a side.
Moral Event Horizon: Carr murders his own father-in-law so a range war he's masterminding gets bloody quicker.