Citation provided Newtown: Bushmaster Aurora: M&P15 Las Vegas: FOURTEEN .223 AR15 rifles; EIGHT .308 AR10 rifles Pulse: SIG MCX San Bernardino: DPMS Panther; M&P15 Those are the shootings I remember off the top of my head. In the last couple years. I'm talking about marketing you've never seen? Go to Bushmaster's website and peruse their tac rifles- say, their Patrolman's Carbine. All components mil spec! How very tactical. Or maybe you're in the mood for something more high end? How about the ACR enhanced (ACR, of course, stands for Adaptive Combat Rifle... perfect for hunting, right?) whose blackout flash hider provides exceptional signature reduction. You know, so you don't give your position away to the deer. Not in the mood for Bushmaster? Yeah, maybe you have an icky taste in your mouth popping off rounds at the range ever since a guy murdered a bunch of six year olds with one of those. Bad for branding. Let's go over to Colt and check out their classic AR (again... Assault Rifle) series, which are "based on the same military standards and specifications as the United States issue Colt M16 and M4 carbine." You know, for sportsmen and hunters alike! Their Combat Unit carbine would be perfect for an idyllic day out duckhunting with your kid. Too flashy? The AR15A4 is no-frills and mimics the line that provides "our armed forces the confidence required to accomplish any mission." All models function with 30 round clips; the pricier models can adapt to all of your ammunition needs. I'd call it dog-whistling, but the frequencies are low enough to pick up even from my inferior station as a non-gun owner. This is marketing. It speaks to the most militaristic aspects of gun ownership, with an obligatory nod and wink towards "hunters and sportsmen." You're smart- do you really not see a particular flavor to these descriptions? What I liked about your posted article is that it fairly illustrated the anti-gun crowd's general stance without ever denigrating or belittling it, and offered an option presumably acceptable to both sides. There's something for everybody to learn there. I'm happy to talk out viewpoints with you, but I have little patience for condescension. My POV isn't "naive" just because you don't like it.