I think the video and website are pretty obviously parody. But, if you are having a hard time discerning it as parody, don't you think that's the NRA's fault?
I don't know. It's obviously a fuzzy line, and like I said, I am probably a little biased. OTOH, while I am an NRA member, they aren't my favorite gun-rights organization anyway. I prefer Gun Owners of America. shrug