Discussion take: not wanting to wear a helmet is logically reasonable for a human. In a sport where style and comfort are king, wearing a massive, thick, round, heavy, ugly plastic hat for the relatively rare case of of hitting your head is not at all appealing, and nobody looks good in a helmet unless they're Zac Efron.
This is not me defending those who think helmets are bad, or saying that people shouldn't wear helmets. Actually, my argument is that helmet companies and society in general have not accepted this as a reality nor made any effort to work around it. All they do is say, "wear this helmet, you have a chance to die without it!". Basically, they just try to shame and scare riders into wearing these relatively unappealing helmets.
In a world where people chronically smoke tobacco and snort cocaine, how much do you really think teen and young adult freeskiers of all people are going to be scared enough to wear a helmet?
These companies are fighting human nature, rather than taking advantage of it. Protective gear brands need[/i] to focus on making their helmets look more appealing and low profile, or tons of skiers and snowboarders will still refuse to wear them.
Disclaimer: I wear a helmet every time I ski. This thread is for discussion purposes. I'm not advocating for or against helmets; this is about the inherent design problem behind helmets.