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One doesn't need to be an aerospace engineer to know that Boeing planes crashed because the company leadership decided to forgo quality for the sake of profits. Before the crashes, I agree, there was no reason for customers to expect Boeing planes to be unsafe. However, now that this information has become public, any customer can decide to not fly on their planes.

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Is it rational for a customer to not fly on a plane that is as safe as any other just because the same company later made another plane that was less safe? It seems like a lot to ask.

In any case, even if 10% of people totally stopped flying on Boeing, which would be a wildly optimistic outcome for any organized consumer action, the airlines would just discount those flights ever so slightly and the other 90% of price-conscious consumers would immediately take up the slack. Nobody's going out of business in that scenario. This is, of course, why we rely on regulation rather than consumer choice to ensure safety, and why this is a failure of regulation, not of the market.

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