It's a good public relations gimmick, and hopefully effective, but the reality is that it is civilization vs. the NRA, adults vs. the NRA, everyone who isn't a Nazi or sociopath vs. the NRA, etc.  Readers outside the U.S., I know, find this all mystifying (how can a fringe group representing about 1.5% of the US population hold the rest of the country hostage to insanely irresponsible rules regulating guns?) and let me add it is mystifying to those of us in the United States.