Pretty sure the burden is on the car to ensure safety, since they are the one operating heavy machinery in public, instead of just walking.
It actually does make sense to blame the driver for their behavior.
If you step out into high speed traffic without warning you should be held 100% responsible for what happens.
Everyone should be responsible for their personal safety, regardless what everyone else says. But beyond that, i guess this piece is pushing for more responsibility on the motorist end.
That's actually the rule in the US, if they cross at any place where it is legal to cross.