While I'm not a fan of "blaming video games and movies", I'm seeing this as a short term, strategic move by the NRA to disperse some blame away from guns, and maybe to stick a burr under the saddle of the entertainment industry's horse.
The NRA knows its way around inside the beltway. They take a lot of heat sometimes for how they operate and for making concessions on some stuff, but they've continually been a big enough player that they get to have sit-downs with congressmen and senators. To me that's huge, and the only way they can continue to do that is to play by beltway rules, and hopefully from time to time blindside and checkmate our opponents.
If the NRA started playing the bulldog, they would lose important alliances in DC. And frankly, when organizations like GOA have played attack dog, I've continually seen them put down for being too activist and making gun owners look bad. I kinda like that we can have organizations like GOA play bulldog and play on the edge and bring stuff to the forefront that the NRA can't easily do, while having the NRA remain the beltway behemoth.