While I think that descriptions like fascist and totalitarian aren't far off the mark, and sometimes are spot on, they don't really work well in our favor. People immediately discount what we have to say when we say that stuff, even if it's totally true. It's instantly chalked up as rhetoric by anyone who doesn't already have a pro-gun viewpoint.
I think the key is not in demonizing them, but showing how normal we are. I'm not saying some of them aren't really terrible people... but name calling generally doesn't help our side. The left uses name calling to make appeals to emotion, but our side using the same tactic doesn't really help promote a positive view of gun ownership.
-Cory