One thing, and one thing only IMHO, is promoting the idea of open carrying of firearms and that is an attempt to lessen the fear of people who own firearms.
Of course, I could be wrong. Wouldn’t be the first time.
The shock and horror of some people when they see a firearm is what has spurred this movement. It’s an attempt to debunk the idea that anyone who owns or carries a gun is a domestic terrorist.
It is a backlash against years of scare-mongering from the media. The question of whether one should do something merely because they legally can is somewhat (not entirely) mitigated by concerted efforts of those who desire to remove legality from the action.