It's what they do...

...lie.

Step one, build the “evidence” that gun control is necessary through clever manipulation of data. Step two, relentlessly expose the American people to such “evidence” through the media. The facts don’t matter. Just keep pushing the lies until they become the new reality. Bloomberg’s The Trace will be the point of the spear in this effort. This is the very definition of a propaganda campaign at its insidious worst.