The PIC is always responsible but that doesn't matter much if your the one that is killed by the rotor blades.
Passengers have to take ownership for their own safety and pay attention to briefings .
I have seen many passengers approaching the A/C with there heads down looking at their feet. It is a dangerous environment which requires attention and awareness.
If those unfortunate souls which have been killed, had their heads up and eyes open they may still be here.