If their consumers aren’t setting a good example then why should they? They don’t care as long as we don’t.
For me it’s a lot less about the number of people, and much more about the circumstances of the story. Boats have been capsized for as long as history itself, but when was the last time a submarine went missing? And then all of the shady details about the CEO and the company’s ignorance to safety are rather interesting to hear about as well.
Godot!