I've noticed a trend amongst gun owners:

1) Buy a bunch of a certain type of gun - this can be a make, model, or even a variation. A Parker with Bernard steel barrels is an example.

2) Increase desirability by telling anyone who will listen how their gun of choice is special, better, etc.

Of course MacIntosh will tell you the Fox gun handles best, shoots best, and cures cancer - he owns them. His book might be a great PR effort but let's not forget at the end of the day he's offering his subjective opinion.

If I wrote a book about Corvettes and included reference to the Viper being a superior car, what would that do sales of my book?