Yes, they are... But, lobbying is, to some degree, salesmanship, brinksmanship, and compromise...
NRA negotiated the last AWB, including the 10 year sunset, and the elimination of some provisions, IIRC.
As a lobbying organization, they may reduce or water down some of, or even many of, currently proposed "features" of gun control legislation, through negotiation.
The uneducated public sees nothing wrong with many current proposals, and will gladly accept universal background checks, if they can get nothing else.
Our side desperately needs P R. We must "sell" our position. And we need to do it in every way we can.
I firmly believe that the public must be educated. In the same way the public has accepted gay rights, abortion rights, etc. The huge hurdle we face is the brief window of time we have to cause a "sea change."
We need a Ron Popiel, we need Sham Wow, we need shake weights, and ginsu knives, all rolled into one.
Except, we have to make it appear as solid as a rock...Prudential.
Or, we settle for what we can negotiate down to.