At NRO, Frank Miniter examines what the billionaires contributing to gun control groups hope to accomplish, and the playbook they’re using:

In a section labeled “Overall Messaging Guidance,” the guide gives its number-one “Key Messaging Principle”: “Always focus on emotional and value-driven arguments about gun violence, not the political food fight in Washington or wonky statistics.” It further explains this strategy by saying, “It’s critical that you ground your messaging around gun violence in prevention by making that emotional connection.” Its second key principle is: “Tell stories with images and feelings.” The guide says, “Our first task is to draw a vivid portrait and make an emotional connection. We should rely on emotionally powerful language, feelings and images to bring home the terrible impact of gun violence.” They realize they’ve lost the rational and empirical debates about what really stops gun violence and instead want the debate enflamed by emotion.

That’s ever the way, of course; you can’t win the argument with rational facts, so legislate by emotions.