How do you define and determine whether a consumer "chose on price" or "chose on safety features"? Surely consumers consider both the price and the desirable features when they purchase a car, just like for every other purchase. I suspect that most consumers wouldn't buy a $100 car than has a 50% chance of exploding every time you enter it, and most consumer wouldn't buy a $500,000 car that was 5% safer than a $40,000 car.