The problem is that the 'gun lobby' doesn't stop there. They insist that guns make you safer, when the actual evidence couldn't be clearer that they don't. They perpetuate myths such as that an armed society is a polite society, when in fact access to firearms dramatically increases the risk that a confrontation will escalate to lethal violence.
American society is saturated with guns. Those weapons aren't going to go away any time soon. So the IMHO the rational response is to look at what is achievable. Educating gun owners as to the real risks, promoting gun safety, encouraging and legislating for safe practices around gun ownership, storage and use. These are all achievable goals.