Their post-Newtown strategy was always to prevent an effective response from the pro-gun freedom side by both rapid action and by demonization. But the holidays and the kabuki theater that is the fiscal cliff drama meant that legislative action, their Holy Grail, would have to wait. That gave people time to think and the gun freedom side the time to react.

Demonizing those who support gun freedom was always intended as a weapon to silence them. It was also critical that we, law-abiding gun owners, become the Other. By dehumanizing us and painting us as evil, it is that much easier to strip us of our rights.

But gun freedom advocates fought back. Using the mainstream media, conservative media and especially social media – we need to understand its huge significance here – gun freedom advocates countered liberals’ bogus “facts.” Media reports about “automatic” weapons were corrected, clownish statements about “high caliber magazines” and “large capacity round” were mocked. The struggle raged over millions of Facebook posts. The average citizen saw gun banners ask “When will America control access to weapons?” and then saw several experts among his or her friends post about the significant hurdles one needs to get over to get a gun. Truth bypassed the mainstream media and became a weapon for the side of fundamental rights.

The banners overplayed their hand, losing credibility with every distortion, evasion and smear.