I think that’s his point, his audience likely assumes from media propaganda that AR=Assault Rifle and he’s trying to say “y’all need to learn what it really means”.
Just from a BUSINESS standpoint, why would a gun manufacturer stamp their product with an abbreviation of "Assault rifle"?
That would repel and offend 99.9% of potential responsible gun purchasers.
Hell, I could see the NRA coming out against that.
James Bond uses a Walther PPK.
I guess the media would say that stands for "personal people killer"
Liberals would swallow that up, and call for banning James Bond to boot.