Glock 9 sales skyrocket.

Part of it is the macabre record-breaking nature of it all. This is the biggest body count of any US massacre, which is a big deal in and of itself. And, as noted before, it happened in a place where there's not a lot of open hostilities going on. That's scandalous, which is why it's getting so much media attention. Scandals sell newspapers.

Of course, individual acts of violence are going to provoke more emotional reaction. It's simply the nature of what happens as more and more people are involved in an event. At some point, all those victims stop being people and become statistics, numbers on a sheet of paper. I also think it plays a pretty big role whether or not the perpetrator dies in the process or not. It's hard to be as angry when the gunman also kills himself; it's a lot easier to channel rage towards a living target, after all.

Jam it back in, in the dark.