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In the days since the Uval Day school shooting, there's this one video I can't get out of my head.

It's not the video of desperate parents outside the school building begging police officers to

rush inside and save their kids. And it's not the video of Governor Greg Abbott being booed

as he laid flowers outside of raw elementary school. It's a video from before all that

made by the manufacturer of one of the weapons the shooter used.

This is a promotional video. It shows you how the DDM4 semi-automatic rifle made by Daniel

Defense works. This lightweight modular rifle would make a perfect addition to anybody's gun safe.

It was striking to me because it scored with this intense rock music. A guy comes on and he

sort of demonstrates all the features of the gun. And then he's running around shooting as if

he was in urban warfare. He's got a gun range. Yeah, that's the modern gunman of marketing campaign.

Right? Todd Frankles watched a lot of videos like this. He's a reporter over the Washington post.

The specialty is the business of gun manufacturing. You know, the sort of uh,

gentleman farmer with his shotgun slung over his shoulder shoot and ducks. That doesn't really sell

many guns. After a shooting, a video like this one may look unseemly. But Todd says,

that's only if you haven't been paying attention. These promotional videos are just as routine

as the thoughts and prayers Daniel Defense offered up after realizing their rifle had been used to

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