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I took your point to be that people have some desire to change both FB and S&W, but they only engage in personal criticism of FB's CEO and not that of S&W, and they are unreflective about why this might be.
No, I don't actually think they effectively have any desire to change Smith & Wesson — because most of the time, they barely remember that something like Smith & Wesson even exists. Their attention is very effectively redirected to e.g. the NRA.
Gun sales are spread out across some 15 companies with the top 3 having similar market share of ~13% while Facebook has 67% with one person at the top. It makes sense for people to target the loci of policy control, Zukerberg/NRA.
The brilliant thing about the NRA is that it's as much a hobbiest membership org as it is a lobbying group. Imagine if Zuck were able to divert all the outrage he gets toward a group of happy Facebook users, without even making it clear he was doing that — it's very, very smart.
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