I'd certainly prefer that, but I suppose the branding is too strong to be stopped.

I do think that there's a human universal of ignoring the base case. The arguments around nuclear power are a great example: the critics talk about how dangerous it is. They never talk about how dangerous the current thing is -- we have completely internalized those dangers so they don't seem like dangers at all; and yet a shit-ton of people die of things due to coal combustion. Those are actual human deaths, to say nothing of chronic disease and other issues.

But we can't see it -- it's already factored into our expectations. So the new thing is always at a disadvantage, regardless of what the new thing is.