I'm used to understanding that murder and senseless slaughter are part of life...if you bother to look around it's everywhere.
I think you guys need to stop being so emotional and treat this as a simple issue: USA law allows residents to own weapons, but it also allows the government to restrict which kind of weapon gets owned. You focus too much on appearance and reputation, but the focus should be to restrict availability of weapons which have excessive lethality. This means focusing on the rounds (the mass, the type of construction) and the round and barrel combination (which gives muzzle velocity and kinetic energy upon impact). Other items you should control are the firing rate (remember Las Vegas), the recoil (a weapon with less recoil is easier to fire, move to a different target, and fire again), the clip size, and the reload rate.
It's evident there's a lot of system inertia to keep things as they are, but I suspect it would be overcome if you stop the whining and crying and start protesting for real. A protest that blocks a highway with 2000 persons is much more effective than one with little signs in a park where you get interviewed by CNN repeating the same messages you've used for years, I think a majority would agree if the law is changed to control weapon lethality. You have the legal precedent, now you have to focus