The BMJ recently published a study seeming to express surprise at the number of guns & owners in California despite the state's restrictive gun control laws. The authors seem to conclude gun owners are idiots in need of reeducation:
Together, these findings may signal a shift in the underlying drivers of contemporary firearm ownership from participation in hunting and other recreational activities to a perceived need for self-protection, similar to patterns observed at the national level, and suggest that efforts aimed at reducing firearm death and injury may need to address self-protection as a primary driver of ownership, along with misperceptions about the benefits and risks of having a firearm in the home.
https://injuryprevention.bmj.com/con...19-043372.full
I've already noticed television stations running PSAs - ones ostensibly advertising CA's secure storage of firearms law - in which the cool kids subversively ridicule gun owning fathers for being irrational fraidy-cats. I'd expect to see more of this in the future.