The National Rifle Association (NRA) is the main gun lobby (and one of the most powerful special interest lobby groups) in the US.
According the BBC, the NRA spends about $250m a year, which is much more than all the gun control advocacy groups in the country put together, ensuring they have substantial influence over members of Congress regarding gun policy.
In short, the NRA is the reason people struggle to get legislation that closes gun show loopholes or restricts gun use in any way (like mental health restrictions or preventing gun ownership among those with domestic violence history) through, despite endless, distressing news of mass shootings in schools, murder-suicides, accidental deaths and more.
Earlier this month, the NRA released what seems to be an incredibly sensationalist video that has shocked many.
In it, the speaker describes how people who are left-leaning - i.e. some news outlets, educators, celebrities and Barack Obama - are a danger to US society. The narrative suggests that there is something of a conspiracy against Donald Trump, the right-leaning and the police, to create a maelstrom of discontent meant to terrorise the law abiding.
The woman featured is a conservative talk-show host, Dana Loesch, and she claims the only way to stop this madness from continuing is…well it isn't really clear, but we guess it's to get guns?
Her words in the video are 'to fight this violence of lies with a clenched fist of truth'. Sure.
She finishes her speech saying 'I'm the National Rifle Association of America and I'm freedom's safest place.'
If it wasn't so terrifying, you would probably be laughing at the kooky logic here.
The logic seems to be that there is a violent resistance happening against the President right now, and that law-abiding citizens should use their right to bear arms through the NRA, to combat it.
Many people have been quick to point out this video is suspiciously close to a call for arms, of the kind that would be unacceptable from other group of people.
This isn't the first of these controversial videos, this one was made last year and claims that true empowerment for women comes in the form of gun ownership.
Although terrible, the video from last year is at least highlighting a fairly real 'enemy', i.e. abusive men. Whereas, the most recent video claims that protestors of their civial rights and progressives are the true enemy of the state.
Keep in mind the NRA is supporting the 2nd amendment right to bear arms, whilst the 1st amendment ensures the right to protest.
One of the people who took umbrage with this sentiment was the Women's March organisers, like Tamika D. Mallory.
The Women's March earlier this year was one of the most impressive, international examples of peaceful protest in recent history, and on Wednesday, Mallory posted an open letter on behalf of the Women's March to the Executive Vice President of the NRA.
The letter outlines the issues she has with the video, namely that it is dangerous propaganda video and creates a clear them vs us rhetoric about those who are dissatisfied with the state. She also goes into the recent death of Philandro Castille, who was killed by a police officer and was carrying a licensed gun.
The HuffPost reports that even Republicans and NRA members see this video as being in bad taste and creating too much division.
Comments beneath the video say it is, 'incendiary' and 'divisive' while 'encouraging violence'.
They spoke to one particular 50 year-old man from the midwest who called the short film, 'Orwellian nonsense designed to make you cheer and fist pump for your 'freedom' like dogs drooling when the bell gets rung.'
Though he owns guns himself, he disagrees with the message put forward. Unfortunately though, he doesn't think the negative reaction will damage the NRA:
'I don't think much of anything can actually backfire on them, to be honest. Much of their core membership seems impervious to logic and reason, sadly.'
Obviously over here in the UK, the whole gun issue can seem a bit bonkers, but this video is next level.