I would argue the amount of money the NRA spends from its enormous budget on the above activities is disproportionately small compared to the ILA wing.
I'm totally ok with that. When it comes right down to it, having a good or bad image is not what gets things done on Capitol Hill, it's the ability of the NRA to effectively lobby on the political level on behalf of the RKBA.
I wish that logic, history, and common sense would prevail when it comes to defending our 2a right, but sadly, that's not the case. The NRA (ILA) folks know this, and deal with the situation as it is, not as they wish it to be.
We can spend all of our energy 'sprucing up' our image to win hearts and minds, but it won't do any good against the anti's that know how to lobby and swim the political waters to push their agenda. NRA-ILA knows how to get things done in that arena, and in the end, when the legislation starts, that's the only thing that matters.