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As a gun company executive for over 25 years, Busse explains the dangerous shift in the politicization and proliferation of guns over the last 10-20 years. The book is a memoir of his journey from a farm boy, with a love of nature and a hunting and guns, to a man distressed at the ways the gun industry was encouraging lethal gun violence, ignoring safety in favor of profit, and fracturing our society. A must-read book about the gun industry.