starbucks ceo howard schultz told me earlier this year, he felt caught offguard by the movement and had to choice but to relent. >> we woke up and starbucks was in the middle of this political crossfire. it's a very difficult, fragile situation. we're trying to abide by the law. >> reporter: the movement to open starbucks to weapons was not spearheaded by the nra. it grew on social networks and bulletin boards, internet chat rooms and mobile phone texts. the ghind of forces that fueled shane's little group and revved up more established local gun organizations like this one in virginia. >> we're a family of people that are exercising one of the most important constitutional rights in the country, one that's usually under the biggest threat. and has been. but you don't get there by dividing yourselves up. >> reporter: this is the virginia citizens defense league, and they are not happy with the nra. >> they're the 800-pound gor little la. people are used to the name nra and those not really into gun rights don't know better and think that's the only real organization out there. >> report