Lot of gun fans are devoid of an actual personality. They know that purchasing things doesn't actually equate to being unique, but they don't want to do the effort of talking to different kinds of people, trying different things in life, and developing a distinct personality forged by various life experiences and values they picked up along the way.
America is a nation obsessed with shortcuts. The country was literally built using slave labor. Getting another person to do something you don't want to do and at minimal financial cost to you is the American way. So instead of trying to become an actually interesting person, they would rather regurgitate marketing material and seek to emulate images of masculinity that are completely fabricated by guys who don't really understand the spectrum of masculinity. They just settle for images that connote aggression and think "good enough".
There are gun enthusiasts who never bring it up unless it arrives organically in conversation. They don't make one thing their entire personality.