I think the article could have done a better job of portraying the side of the industry. The majority cost is probably fuel efficiency. At the end of the article, they describe a new technical solution which is more light weight, involving a polyester mesh and steel, instead of just steel.

When you think about it, that’s an argument FOR requiring these regulations early, like back in the 70s when the issue was on the table. Because when you DO put safety first, engineering now has a bounded problem that they can improve on quickly (which engineers are particularly good at). So, stupid all-around, and tens of thousands of people died for no good reason.