The reason why the United States is so enthralled with keeping gun ownership of course stems back to issues of masculinity. Yes, masculinity, the internal conflict of American men since mainly the late 19th century. Men in America have constantly perceived masculinity as in decline. Masculinity, the rugged individual man as they say, is a disappearing ideal. Masculinity is in crisis right now, as it has been for well over a hundred years.
Guns are a way for many American men to be "masculine" again. In a society that seems to be increasingly less and less "masculine", this is important to them. Interesting parallels can be drawn to other aspects of American culture, such as advocacy for maintaining violence in football, which also claims lives and results in life-altering damage to the body (on a much smaller scale of course).
Gun ownership is thus deeper than just a visible societal problem. Its roots are much deeper. Guns correlate directly to issues of identity in relation to masculinity. Identity, how you perceive oneself and how you believe others perceive you. Identity as a man in America. Until this identity crisis is solved, mass change (bans on firearms) will never occur.
It's going to be awhile.