[brianwawok]

Well and think about planes. Planes are already safer than cars, but we demand very high reliability. If 30% more planes crashed and it cut ticket prices by 30%.. some people would make that trade. People do it when buying smaller less safe cars... but we don't like the thought of plane or shuttle crashes.

[eru]

Of course, for cars you have the added problem of externalities: the bigger `safer' car actually causes more damage to others in a crash.