In looking at a document like this, it is worth remembering the reality of the politics in the US.
In terms of the gun-control/2A debate, there are basically 10 groups of people.
1. Gun owners, anti-gun control, highly informed
2. Gun owners, anti-gun control, uninformed
3. Gun owners, pro-gun control, highly informed
4. Gun owners, pro-gun control, uninformed
5. Non-gun owners, neutral/undecided, highly informed
6. Non-gun owners, neutral/undecided, uninformed
7. Non-gun owners, anti-gun control, highly informed
8. Non-gun owners, anti-gun control, uninformed
9. Non-gun owners, pro-gun control, highly informed
10. Non-gun owners, pro-gun control, uninformed
In terms of size/population represented, those groups break down something like this (this is not a statistically backed breakdown, just a guess from my best understanding of demographics/numbers):
SMALLEST
Non-gun owners, neutral/undecided, highly informed
Gun owners, pro-gun control, highly informed
Gun owners, pro-gun control, uninformed
Non-gun owners, anti-gun control, highly informed
Non-gun owners, pro-gun control, highly informed
Gun owners, anti-gun control, highly informed
Non-gun owners, anti-gun control, uninformed
Non-gun owners, pro-gun control, uninformed
Gun owners, anti-gun control, uninformed
Non-gun owners, neutral/undecided, uninformed
LARGEST
While the specifics of that order may not be 100% (which would be a discussion for another thread), I am pretty confident that the “UNinformed” significantly outnumber the “highly informed” across all categories. As such, all groups seeking political change target their message and techniques at low information voters, because there are more of them. This is true of most groups across most issues. Brady does it, NRA does it, Republicans do it, Democrats do it, that is just the way the world works.
For the pro-gun-control people, it appears that they have decided an emotional appeal and focusing on the social impacts of gun violence is the best strategy to appeal to the most people. Can’t say I disagree with them.
The large pro-2A groups use the same logic in their presentations. They don't start with "What is the most factual and logically descriptive policy position that we can enumerate to the public?" They start with "What will appeal to the most people that we are trying to reach with this message?," just like the pro-gun-control people.
Not sure what that means in terms of what I, or you, do politically, but it puts documents like this in the context that they actually are meant to operate.