The gun lobby profits from gun sales. Mass shootings increase gun sales, which in turn increase mass shootings, giving them the growth they demand.
But mass shootings also increase demand for gun control, so the gun lobby spends millions of dollars openly bribing Republicans, millions more in courts fighting progressives, and undisclosed amounts astro-turfing and seeding talking points online.
The spreadsheets say that’s the path to maximum profits, so that’s the path they take. They simply don’t care about these 22 people or the 220 before that or the 2,200 before that. It will never be their kids expensive school.