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[flamin lib]

4. Yes, household count is down but number of guns / household is up.

Two reasons for that: there are bonafide collectors who buy historically interesting firearms and there are people who are easily manipulated by the gun industry. Fear sells guns. Fear that guns will be banned, fear that the apacolypse is near, fear that someone will harm them (with a gun).

The other marketing ploy is a blantant appeal to enhanced masculinity. The "consider your man card renewed" ad and images of soldiers in combat with the military style rifle superimposed over it insinuate that if you buy one of these you become more virile. That works too. They may as well say that you should have a gun with you all the time, you know, so you can be ready when the moment is right. I expect to see an ad with two bathtubs siloetted against a sunset with the occupants holding AR15s.