Funny, the job site comparison is also in the article:

Cannon said: “In every other hazardous environment, particularly workplaces, we apply an internationally recognised hierarchy of controls: eliminating danger where possible, engineering risks out of the system and separating people from hazards. Only as a last resort do we rely on personal protective equipment. On our roads, we invert this logic entirely, skipping straight to: ‘Be visible’ and ‘Watch out’.”