I like that their primary focus is actually safety, rather than lobbying and shilling for legislation that serves the firearms manufacturers rather than legal gun owners. From a consumer product safety perspective, there is currently very little regulatory standard or established case law to correct a company for producing a bad or even dangerous gun, short of purchasing another and breaking a different law. Guns are useful and valuable, but they're not THAT special. A tool is a tool, and if the manufacturers of hammers, swords, knives, automobiles or underwear got away with some of the exploitative, divisive media nonsense the firearms industry has used to keep themselves in clover while turning out increasingly shoddy work, all while their biggest customers are told ad infinitum that their (extremely profitable!) industry is in sooo muuuuch daaanger, even requiring the same standards we expect from chairs, pajamas or tableware would be evil government overreach, oh noes!!1!