This.
These shows are purely retarded, but I think they -- and shows like Top Shot which is another real "winner" of a show -- do a lot to demonstrate to people that aren't familiar with firearms and find them kinda scary, that guns and gun people aren't necessarily frightening, weird, or evil. I think shows like this have a lot to do with the increasingly popularity of shooting among the more liberal among us. I mean that seriously.
In many respects, guns are far out of the norm for a lot of people... they haven't been exposed to them, they don't understand them, and they've been taught they should hate them. Of course, these people have never shot a gun and probably never meet anyone who owns a gun. Expose these folks to something like clay target sports (with a 20 or 28 gauge) or Steel Challenge (which, I had somebody say to me was "just like a full-size grown-up carnival arcade game" -- which is exactly right) and you start winning converts. "Hey, maybe this isn't so kooky after all."