A lobby group is akin to a form of organised bribery, so when America's politicians are asked to choose between sensible gun laws (such as those which have seen an end to similar school massacres in civilised countries) and a big fat cheque from the NRA, you get the Marjory Stoneman Douglas High slaughter.
No amount of shaming them and their tokenist "our thoughts and prayers are with you" press releases will change things. Grass roots action, of which there are hopeful signs, is needed. And it needs to be focused on the politicians' pockets.
Some of the big corporations and wealthy benefactors whose donations fund the power-brokers will have moral consciences and they need to be brought onside, and the NRA isolated. They will hopefully have read the eloquent and heartfelt open letter "Dear America" by Abbie Guttenberg Youkilis, the aunt of one of the victims.
The equation for the politicians has to be a simple one: Accept the NRA's millions and you lose many millions more from donors who actually care about the safety of America's young people.
Only then will things change.