A lot of people simply don't care. They feel they can make it, they're skilled enough. It's actually similar to speeding, which incidentally is responsible for more traffic deaths and accidents - drivers don't give a fuck, they're smarter than the system.

The only way I know of actually beating some reason into people thinking like that is through heavy and sure penalties. Lots of alcohol spot-checks. Automatic ticketing for speeding measured via average, not instantaneous speed. DUI, you lose license. Speed, you're half-way to losing one.

Politically untenable perhaps, but I could see it making a dent in deaths on the roads.