They don't want people to recognize that thier RKBA is under attack. If the media focused on people buying up guns and ammo because of an upcoming ban, well that might persuade others who are on the fence about getting a gun, to finally go buy themselves a gun. Remember the big idea is to disarm us quietly withour a fight, not to inform the sheep to go arm themselves.
I personally know a few people who don't even like firearms, but have just been buying them for investment. The scare will wear off, and people will sell off stockpiled ammo, components and guns...hopefully. Plus, the factories are probably working around the clock to kick out products.
When the frenzy wears off, I suspect there will be plenty of supply and less demand.