I think he's just one of those people who has no knowledge of history. He's never watched a lick of history channel, or been to a museum, or considered anything remotely related to a social issue of any sort. He's only ever done business things. So because he's a rich white dude who probably hangs out with conservative business types a lot, the NRA has probably been discussed in his circles as a branding success. The context of the NRA, gun violence, black communities, Kaep, etc, is completely lost on him. He's probably never heard the phrase "the final solution" used in the context of the holocaust. He probably just has no idea.
It's gotta be weird to be his kids...