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people do take a risk aversion strategy that is comparable with wearing a helmet.
They don't. They probably take risk minimisation strategy that minimises risk of falling from a ladder rather than a strategy that assumes they will fall (which would be putting on a helmet),
so they:
Ensure the ladder is on secure ground
Get a mate to hold it.
Wear non slip shoes
etc.PPE is (according to the health and safety executive) the thing of last resort.
But I'd argue that in those cases most people do take a risk aversion strategy that is comparable with wearing a helmet.
Wearing a seatbelt in a car/government regulations enforcing the installation of airbags for example. Not climbing the ladder in high winds.
If someone doesn't chose to wear a seat belt, surely they're being an idiot right? You do see articles highlighting the importance of wearing a seatbelt.
Most news outlets are very unfair towards cyclists, but to see this as a case against taking precautions is an odd way of looking at the world. Fortunately wearing a helmet isn't enforceable, and gives you a choice. Arguably using this choice to communicate that you value your own safety negates the voices that call cycling reckless.
Then the first response to a head injury in an car-on-cyclist traffic accident becomes: "holy shit we should make the road safer for cyclists" rather than "he wasn't even wearing a helmet."