Geoffers has a point but it certainly is not a unique selling point. The 'rigours' of JAR OPS3 have not stopped the last 2 CFIT(W). But initiative such as that from DB may - if they gain industry acceptance.
The 'rigours' of JAR OPS3 still give us fatal accident rates for commerical helicopters which depending on how you slice the data are from 10 to about 100 times more dangerous than fixed wing operations - by sector or hour.
It is not all gloom - the industry is beginning to think in risk management terms and spokespeople such as Nick Lappos have presented the 'obvious' way forward for rotary flight but there is a long way to go from where we are today.
As far as risk perception is concerned (offshore workers smoking, helicopter plots flying) - never expect the decisions to be completely rational!