In some respects, yes, it's about the messaging. You'll attract certain customers, and they might be willing to press for certain things that might not be legal, depending on the message.

There's a difference between a gun company that markets their products as protection and sports, and one that markets them for revenge. In both cases, the usage of the gun is up to me, but in one case it looks like the company might be willing to assist me, or point me towards helpful information that assists me, in circumventing safeguards put in place on the purchase of weapons.