For the patient I think the decision actually is binary - either (i) I contact a doctor about this skin lesion now or (ii) I wait for a bit to see what happens or do nothing. In reality most skin cancers are very obvious even to a non-expert and the reason they are missed are that patients are not checking their skin or have no idea what to look for.
I think you are right about the incidence - would be better to be a more balanced distribution of benign versus malignant, but I don't think it would be good to just show 99% harmless moles and 1% cancers (which is probably the accurate representation of skin lesions in primary care) since it would take too long for patients to learn the appearance of skin cancer.