The idea that individual consumers are in the best position to protect them¬selves from dangerous products is an attractive notion for several reasons. This approach seems to treat each individual with the respect they deserve as auton¬omous beings. Individuals are left alone to sort through their own preferences and decide for themselves the level of risk they are willing to take in order to attain whatever benefits the product provides. This caveat emptor approach is also thought to be the most efficient means for attaining optimal consumer satisfaction. Placing responsibility on individual consumers might also provide an incentive for people to develop important virtues such as diligence, caution, discipline, and thoughtfulness.