The purpose is to marginalize gun owners, turn us into a fringe group. Drive us out of American culture and it will be just that much easier to outlaw guns. So yes, it is unnerving, to say the least. It is a strategy of political and cultural war, and it is having the desired effect. That's why patriots need to fight back against it. Any business that gives aid and comfort to the enemy on this should not be supported by any loyal American.