Backed into a corner
"You can't put the toothpaste back in the tube" say the NRA, and they are right. But that doesnn't mean you allow any yahoo to squeeze the tube too.
This is also an argument for legalising drugs, abortions, gay lifestyles, etc, - they exist so deal with it.
But, political reality is already stuck in a dead-end for USA. Amendment 2 gives the right for militia members to Bear Arms. US v Miller was the first court case to limit gun rights follwoing the St Valentine's day massacre. This took the teck of the Federal Government can ban any weapon not sanctioned by a militia (for military purposes). Which gives you the right to assault rifles more than hand guns.
Thanks to DC v Hellier, Antonin Scalia gave a psuedo-legal defence for "self protection" (not mentioned anywhere in the Constitution) and thus handguns are now allowed unless the STATE government says differently.
So, Obama literally cannot do anything beyond banning specific models (invalidated by a model upgrade). State governments could make all the difference in the world, but the NRA will prevent the election of anyone who stands for this policy.
Switzerland and Canada own more guns per person than America, yet do not have this porblem. America's real problem is paranoia. The whole government system is designed to be fearful of government. The society is now filled with the idea of fearing one another. To use the old joke...when people fear government you have tyranny, when government fears people you have liberty, when government fears corporations and pressure groups and people fear each other you have America.
Gun sales rocketed in America the day after the Obama election (both of them). Even if people saw the need to get rid of guns, they would not let the government do this.
All most people see if a few nut cases who kill and many gun owners who do not - would you ban cars or drinking if drink driving were a problem?
Guns don't kil people, people do...but they need guns to do it. The guns are there, they're not going away. And what can America do about it? Absolutely nothing.