THE fervent and powerful protectors of gun laws in the United States - the National Rifle Association - is again in the firing line for its history of fighting any reform that could stop America's frequent mass shootings.
The anger follows a killing spree by 22-year-old Elliot Rodger in the Santa Barbara town of Isla-Vista on Friday night, a spree he said was "retribution" against women.
Christopher Martinez, 20, was one of the seven killed.
His father Richard Martinez told reporters on the weekend, "Why did Chris die? Chris died because of craven, irresponsible politicians and the NRA".
"They talk about gun rights, what about Chris's right to live? When will this insanity stop?"
"When will enough people say, 'Stop this madness'.
"We do not have to live like this.
"Too many people have died.
"We should say to ourselves, 'Not one more'."
Police report Rodger first stabbed his three male housemates before climbing into his BMW, to shoot three people dead and wound seven others.
Meanwhile, documentary film-maker Michael Moore has told his Facebook followers that it is not enough to blame just the NRA, but all Americans who refuse to vote out politicians who do not support gun reform.
He wrote that for all those asking his view on this latest massacre, "everything I have to say about this, I said it 12 years ago".
Read his full comments here.
"We are a people easily manipulated by fear which causes us to arm ourselves with a quarter BILLION guns in our homes that are often easily accessible to young people, burglars, the mentally ill and anyone who momentarily snaps.
"The gun, not the eagle, is our true national symbol.
"Even when 90% of the American public calls for stronger gun laws, Congress refuses - and then we the people refuse to remove them from office.
"Enjoy the rest of your day, and rest assured this will all happen again very soon."
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