Milton Friedman justifies not recalling the ford pinto

>consumer shopping for a car can decide how much safety they want to pay for I have seen this argument before, by a Nobel Memorial prize in economics, Milton Friedman. [1] [this video] Overall he said, that it is not possible, as a principle, to put 'infinite' economic value into individual life. -- Perhaps the argument can be made, that in a different situation the 'other data' pilots were to use, would increase safety. -- Either way, I think there is something wrong with Friedman's argument. 'Optionality' -- when related to safety features, should be treated very different, than optionality in, say, comfort features. Passengers themselves should not be expected to make choices which optional safety features, on a car, a bus, or plane should be purchased by the drivers/operators. Drivers, should not be expected to make these choices, either. My thinking here, is that An optionality in safety device, should change the whole major (not minor) vehicle model number designation, for example. This would drive different visible profiles: different training, cost, marketing and so on.