Where the USA not even a tiny bit funny is in the culture of gunnism that grips a high proportion of the US citizenry (and those who are not citizens). Those who advocate gunnism rely on a misrepresentation of the Second Amendment to the US Constitution, and force this false position on the broader population that the lie becomes accepted as truth. However, as more and more serious events involving guns appear, companies are being forced to consider their stance relating to gunnism. The gunnists are incensed. Everyone else is watching to see if real difference can be made.

While gunnism has not reached the status of other isms, mostly reviled in the USA, it is as polarising an issue as terrorism or communism. And while it has not yet reached the hashtag revolution stage of last year's media darling #metoo, there is a definite whiff of a movement.

There is, essentially, only one kind of gunnism: those who claim a "right" to own and carry any gun they choose, at any time and place they choose. Those who oppose gunnism are a far broader spectrum: some object to all guns, some object to certain types of guns and some object to certain people having guns. That disparity of opinions, and objectives, weakens the power of those who are opposed to gunnism: simply the gunnists speak with one voice, that of the National Rifle Association (even though rifles, as such, are a small part of the USA's gunnism) while those on the opposite side can't agree on a message.

That said, there is a base-line forming. First, the social acceptability of gunnism is facing a major reversal. Some of the pressure for change is coming from companies themselves, some is coming from customers who say, simply, if you support gunnism, we won't support you. Whereas #metoo had nothing to support it except media hype (which has moved on making a mockery of the Time cover that called #MeToo a "movement" and made it the person of 2017), those opposed to gunnism have something far more powerful at their disposal - the power to keep their hands in their pockets.

Purse Power is the one thing that can defeat popular gunnism. Yes, there will always be specialist shops that will sell guns, at least until licensing the sale and carrying of weapons becomes as strict as the licensing associated with the sale and carrying of alcohol. It is incredible to consider that in some states, a seventeen year old can legally buy an assault rifle but cannot legally buy a beer. Or have sex.