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A new car built by my company leaves somewhere traveling at 60 mph. The rear differential locks up. The car crashes and burns with everyone trapped inside. Now, should we initiate a recall? Take the number of vehicles in the field, A, multiply by the probable rate of failure, B, multiply by the average out-of-court settlement, C. A times B times C equals X. If X is less than the cost of a recall, we don't do one.
Which car company did you say you worked for again?
A major one.
Why do you expect it to be different for any of them?
It's a sequence of quotes from Fight Club
They have to factor in the cost of the reputational damage too. But yeah, it’s all a dollar game.
Reputational damage is almost negligible in the modern market. Market capture in most hard-good industries, especially specialized industries like aerospace, is complete enough that you have very few options - sure, you could just not buy a Boeing airliner for your airline, but you have exactly two choices in large aircraft, and it's not like production is easily-scalable.
the first rule...
we don’t talk about Bruno