The article compares the personal aircraft industry which has substantial regulation and very little innovation (but the experimental aircraft industry is innovating due to lax regulation). Getting the market to drive security is going to be tricky, security isn’t a product, it’s part of everything. In the early days of SCUBA there were a lot of accidents, by moving faster than the regulators could, they not only made the sport extremely safe, but probably saved what we know as SCUBA today.