The AR-15 is infinitely customizable, and a booming industry of manufacturers stand at the ready to supply countless modifications that allow owners to feel like they’ve built a special weapon all their own. They’re “Lego sets for anyone old enough to shoot a machine designed for offensive military operations,” in the words of a former industry insider; others in the industry referred to the AR-15 as the “Barbie doll of guns” because of the marketing of a multitude of mix-and-match accessories. As a consumer subculture, then, AR-15s are not all that different from car culture or motorcycle culture or computer culture or even the high-stakes Beanie Baby subculture of the 1990s. This powerful consumerist appeal is one reason why the NRA calls the AR-15 “America’s Rifle.” It is the preferred rifle of the American consumer-citizen playacting as a citizen-soldier.