These guys see the NRA as a monolithic unit. As a narrowly run lobbying group. Like the lobbyists they bow to and are used to dealing with as progressives.
In fact, the NRA is me. I am the NRA and so are you, and you, and you, and you, and you...
We are awake, politically active, intelligent, analytical and WE VOTE!
They don't understand any of that. They think it's a bunch of gun makers instead of it being us.