A lot of my research and some of my teaching is in the area of transportation safety. A few points.
1) People will buy safety, or rather they will not buy things perceived to be unsafe. That's one of the reasons that auto makers tout good crash test ratings. It's one of the reasons that the Pinto never recovered from the scandal. People didn't choose to buy a car because it was safe, but they chose not to buy the Pinto because it was perceived to be unsafe. In aviation, look at the 737 MAX. Nobody cared or went out of their way to fly a certain airline or aircraft because it was perceived as safe, but they'll go out of their way to avoid one perceived as unsafe. Same as the DC-10. Our brains tend to be "management by exception" driven. "Unsafe" is considered the exception. So marketers know they aren't going to woo the public by saying they built the safest widget in the world, but they know that they cannot have the reputation of having built the unsafest widget in the world.
2) Deregulation will make things more dangerous. That basic argument was made with fare deregulation for the airline and motor carrier industries in the 70's. People assumed that if rate regulations were taken off of the table, then carriers would enter price wars and start cutting corners in terms of safety in order to maintain margins. Airline and motor carrier safety did not tank in the 80's and 90's. Quite a few carriers went out of business because they couldn't operate at the lower costs, but it wasn't the mass chaos that naysayers predicted. In the trucking industry, some regulations are killing the entire industry right now by making it difficult to recruit talent and making it difficult for drivers to operate effectively.