I think they're focusing on the wrong people. The majority of gun violence flies under the radar and is committed by gangs, cartels, etc. Why aren't we focusing on those groups rather than conjuring up another expensive and likely to be ultimately fruitless program?
Because it's the easy way out - you can show the media you're doing something, despite it being another black hole for taxpayer's funds.
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The media makes a circus out of every school shooting, and it's far easier to pass bills by frightening parents with "think of the children!!!" rhetoric.
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Gang members drop their flags all the time and then can pick them back up at any time. They can go by different aliases and the US law isn't really focused on limiting the cartel from their guns, which they most likely acquired illegally. There's no way to get everyone to approve any single bill or law in the USA because if a lot of people support a law, there sure as hell a lot of people who will complain about that law too; even if it doesn't affect them at the slightest. Humans (Especially Americans) love to complain about things, even if it's completely irrelevant to them.