There are more Americans passionate about firearms and who see them as central to their identity than ever before. And they are more socially connected.
When it's not just a revolver in a bedside table, but the AR-15, the custom glock, the pants, the overlanding vehicle, and the body armor that you and your camping buddies turned obstacle course team all have, we're talking about a decentralized militia that is very social, very consumer friendly, and very focused on their natural rights.
It's not rednecks with shotguns anymore, it's guys with skinny jeans who watch the world cup.