Guns aren’t like shoes that wear out every couple of years or cars that might last a decade. A gun that’s taken care of should last a lifetime. Such a durable product can be a problem for the industry that makes it. That’s why it’s crucial not only to attract new customers, but to get gun owners to buy multiple guns. And that’s where the twin fears of crime and confiscation—hyped by America’s massive gun marketing complex—come in.