Being a US citizen, I can't help feeling smug about choosing to live in Canada where the gun culture is not so alive and well, along with a sense of despair about how deeply entrenched it is in the US. But then, being an observer of brands and myths and icons, I wonder why this event had such a powerful impact on me, and on the rest of the world. Of course, it's a lot of people, and mainly children. But why is the killing of "innocent" children so much worse than the killing of thousands of people caught in the violence in Syria? Or young urban males shooting each other every day all over the US? It can only be that we feel those other victims are somehow partly to blame for getting killed.