By way of example only, the following is copied from Scubadu's website:
"Our DiveMasters and Instructors are all PADI Certified, and have many years of experience in Cozumel, they will make your diving experience with SCUBA DU very safe and also lots of fun. Our attention to safety first and personal service is the main reason why SCUBA DU has one of the best safety records in Cozumel, and has been repeatedly recognized as one of the top 10 dive operators in Cozumel and the Caribbean for many years by industry publications like Scuba Diving Magazine, Sport Diver and Undercurrent."
Three uses of "safe" in one paragraph. I looked at a bunch of others and, not surprisingly, they nearly all stress safety in their advertising. I am not singling out Scubadu as being any different from most others. Of course they all stress safety because in the real world people look to the Dive Operation to protect them and assure them of safe dives to th extent they can. Supervision by highly trained staff is almost always assured in the ads. I know we are all ultimately responsible for ourselves. But lets not kid ourselves, dive operations compete by emphasizing the safety of the services they offer - as Scubadu's website above confirms. It is sophistry for the operators to deny their resonsibility and if they understaff to try to compete on price and by understaffing fail to deliver the safety that they promise, they will be liable. If they advertised "we offer services for experienced divers only as we do not assure your safety" that might be different. But they don't. They promise cruise ship newbies and all comers safe dives in an advanced environment. If we do not deliver what we promise to consumers because we want to save money to compete on price, we should expect to be called out for it. Its all about money.