It's about perception and as someone once said, "Perception is reality".
Look at shooters on TV and what do you see? The shotgunning crowd is usually dressed in khakis with nice vests, they speak proper English and they shoot at nice well defined targets. Now we switch to the range where the black rifles are used and what do we see? We see fat guys in skin tight t-shirts and BDU pants that are two sizes too small who are blasting large amounts of ammo at what seems to be nothing in general.
Go to gun shows and what do you see? Doctors and lawyers and Indian Chiefs BUT do they look like it? Nope, they are all dressed in t-shirts that say things like "Kill 'em all . . ."
There was a fellow who used to belong to my shooting club and would always show up decked out in BDUs and web gear with a holster strapped to his thigh and this was for a BOWLING PIN match. Why'd he dress like this? He'd been in the Air Force and, according to him, this was proper range gear. Well, a TV crew came to one of our matches and who'd they focus on? Yep, the camo clad nut who rambled on about how bowling pin matches were good training for engaging multiple targets. Did we come across on TV as a group of college educated professionals who enjoy shooting? No, we were nuts who shoot bowling pins because we can't find live targets.
It's all about perceptions and it is no wonder that the well togged shotgunners and upland hunters don't want anything to do with the AR crowd.