I think that many of the people who watch this show (I've seen snippets while in a hotel room) either are anti-guns or have no previous knowledge about guns. I believe the show portrays gun stores, gunsmiths, and gun owners as idiots and narcissistic, over indulged toy owners. People with no previous knowledge are turned off to the sport because they believe they can't afford to purchase a reasonable firearm because they cost so much, and why would anyone want to hang out with people like that any way?