To think a business can only survive if the savvy feel at ease is itself naive, though. Most people in the world are deliciously ignorant about the dangers of any activity. People still take hitchhikers for a ride, still cross the road without looking, still share their public details on Facebook for everyone to see, and still use Bed and Breakfast services, still get on one night stands with complete strangers.

Change is often a good thing, but I don't think they should make hasty "significant structural change" because it's clearly not what's needed right now. Subtle evolution is much better to improve trust.