Sure, but I as an engineer can't control a middle manager, but a CEO most definitely can. If you make the CEO liable, he/she sure as hell will move the incentives towards better practices.
Ideally I absolutely agree with you, and we should all strive for the best and make a stand wherever possible, but the cynic in me believes that it can never completely solve the issues, just shift the burden to someone else down the line.
Somebody has to take a stand. In Canada they have an Engineering oath and code of ethics. We should all aspire to be our better selves. After all, we're not being executed; we'll just have to find another contract.