That no riders were killed is testament to their personal commitment to good road craft and to defensive and assertive riding. This is what I hate about the latest TAC ad - it doesn't match reality.
So let me summarise it as simply as I can:
You shouldn't speed, but don't think that is enough to save you. If you live to ride, then ride to live.
Your most effective safety measure when riding is your personal commitment to proactively protecting your own life, and an occupational and professional paranoia of every other road user, pedestrian, animal, environmental factor, act of god ... Our chief weapon is surprise, fear and surprise; two chief weapons, fear, surprise, and ruthless efficiency! Er, among our chief weapons are: fear, surprise, ruthless efficiency...