Only fashion reviewers and food critics in the media might not have seen this 40% myth debunked, so editors are asking fashion reviewers and food critics to write articles on gun control perpetuating the myth.
Bottom line: If one believes a conclusions is true, then one is more willing to accept the arguments supporting the conclusion are true. I was a no-nukes, save-the-whales, ban-all-handguns liberal, fresh out of the Navy when I was in my 20s - no matter that my SSBN had nukes and probably offed a few whales along the way - we didn't wear side-irons as a matter of course on a sub. Later, as a geek scientist, I couldn't avoid the facts. Hence my conversion to a conservative supporting gun rights.
A good friend from my 20s never made the transition and still drinks the Kool-Aid. All he can say is that banning assault weapons and high-capacty magazine are a good start. He has some vague faith that there are some next steps that might really make a difference, even though none are in the queue to follow. Fortunately, his passion is neutered, as are most anti-gun folks who don't support their causes with time and money.