In the US, perhaps the real market might be for motorcyclists where the surrounding culture attaches negative traits to helmet use -- dislike of freedom, lack of bravery, etc.<p>It is now so common for skydivers to use automatic activation devices (deploys one's reserve canopy if he passes below a certain altitude traveling at least a certain velocity) that many dropzones refuse to allow the use of "rigs" without them installed. I recall being told that, when the Cypres (www.cypres-usa.com) was first introduced, a major marketing feature was that it is not visible to those casually observing the skydiver or his rig. So, a user could avoid the stigma associated with choosing to reduce the risk of death from skydiving. Over time, the culture reversed so that those not using a Cypres were deemed foolhardy.<p>I should note that I stopped jumping a few years ago, so my information is somewhat out-of-date.