It took the U.S. a long time to force the tobacco industry to admit that their products were killing people and even longer to convince people that they would die from using tobacco. Some people still aren't convinced.
Guns in the wrong hands are more dangerous than cancer, so is it now the gun industry that has some 'splainin' to do? Well, it would do no good to put danger labels on guns. So we need to neutralize the virtual weapons the industry is using. And the primary weapon, wielded through the industry's proxy (the National Rifle Association), is money.