I would be willing to guess that a large amount of those 90 million gun owners are pretty casual about it. They may have a deer rifle or a shotgun in the closet and while the enjoy hunting and the occasional Saturday at the range they aren't very passionate about their sport.
Here at TFL we're all passionate about our sport and regularly shoot, hunt, CC, or simply admire our firearms. We take the 2nd Amendment (and all the other amendments) seriously. We follow gun related issues on a regular basis and keep informed. We also do our best to educate others.
Unfortunately we're only a fraction of the 90 million who probably don't even think about firearms until the week before deer season when they wonder if their rifle is still sighted in.