The assault thing is what gun looks mean and scary. Black and lot of heat fins and shields. A pistol grip and a handle for carrying. Gun shy think they are scary, little dick gun fans like them for the same reason, they look scary. Pretty them up by stripping off the heat shields, folding stocks and slap on a pretty walnut one and both groups will settle down a little. The basic gun will be the same though. In the US it would be hard to get rid of these guns because of the fear factor. "Someone else has a bigger gun than me. I need it for protection." Or the greatest fear, "My government may turn on me."
It is a lot to do with trust. In the US from birth people are taught their government is not to be trusted, it says right in the constitution. Second amendment. On top of that is after WWII everyone was taught fear of communism, now days any social responsible program puts the fear of socialism into people. Get over, "They are going to take over." and you get rid of much of the need for rapid shot artillery.
Bolt action rifles. That is all you need, semi-auto's are for people that can't hit what they are shooting at. Not that you can't do damage with a bolt action, just takes you four times as long. That is not necessarily a bad thing.
Just thinking about it, I'll add we do need semi-auto handguns either. A revolver with six holes, no need for more than that. As much as I like my semi-autos.