"In the wake of declining household gun ownership, it is no secret that the gun industry has focused on semiautomatic military-style assault weapons, most notably AR-15-type rifles, in its marketing and sales efforts. The target markets are two-fold: older males who already own firearms and can be enticed into purchasing one — or one more — of these battlefield-derived weapons; young males, who although they lack interest in the traditional shooting sports such as hunting, are intrigued by what one gun industry trade magazine calls the “tactical coolness factor.”"