I think he's saying "Why give the media ammo to smear you?" In a lot of ways, protestors walk right into the trap that the media wants, where the protests can be characterized however the media decides and broadcast far and wide based on a few select pictures. Going into the state house with nazi signs and guns isn't going to change much unless they're intended to be used. Clearly, the mere ownership of guns in the country hasn't stopped the slow grind into tyranny. Maybe slowed it down some but obviously hasn't stopped or reversed it.
Having said that, I'm somewhat a purist but so far I'm willing to cut Amash some breaks on his rhetoric since his track record is otherwise fabulous. He's so far campaigning like he's actually trying to win a national election instead of harping on wonky policy points that most voters don't care about nor even really understand. We KNOW how dumbed down the average voter is and it's folly to think they'll suddenly decide to become scholars. I'm ok at this point with a libertarian with a solid track record running a populist campaign since only populist campaigns actually win. Slogging through another election season just to win the usual 1-2%? No thanks.
Or maybe he's trying to win by running a populist campaign that offers appeal to all sections of voters? No one is going to win a national election by advocating storming state houses with rifles and Hitler pictures. They're just not.
It is highly unlikely, sure, but I hope you don't seriously think that the independent/unaffiliated voters that decide elections (assuming free and fair elections, big assumption I know) are in favor of running into state houses with rifles and Hitler pictures, do you? There's personal preferences and then there's electoral realities. I'm reminded of Clinton's statement about having "private positions and public positions"...
Plus, he's already getting more media coverage than pretty much every LP candidate ever and it's not because he's saying everyone should go all 3%er on their state houses.