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How is it optimizing for customers, when customers don’t wear helmets either?

Because the crashes are less likely when the driver is not wearing a helmet. This is sort of the point of the article.

Sorry I wasn't clear. How is it optimizing for customers at the cost of drivers, which is what the post I was replying to said?

While number of crashes are likely getting reduced, head injuries to drivers may increase or be fatal.

Because the drivers are not wearing helmets and therefore increasing the risk to themselves.