Because there's a concerted effort to "denormalize" and stigmatize the perfectly legitimate activity of owning a firearm for lawful purposes like hunting, collecting, and sport shooting.
I don't agree. It's more like an extreme fear of causing offence, which is one of the greatest crimes any public official or company can commit in todays day and age.
You can definitely fit it in to the ongoing war against culture, but you are reaching a bit.
I can't even blame Big Tech for it. It probably makes them more profit to be proactively timid. When that stops being true so will they.
Just one more front in the culture wars.