If putting a dollar value on human lives strikes you as cold-hearted, grow up. You implicitly put a dollar value on human lives every time you buy a candy bar with funds that could instead have been donated to the local fire department. No matter who you are, there is a limit to what you’re willing to spend to save lives; the only question is whether you’re willing to think honestly about what that limit is. [Kip] Viscusi thought hard not about his own limit but about how to measure other people’s limits, through observations of their behavior. That’s where the $6.6 million comes from–an estimate of what real people in real situations are willing to pay to make themselves safe.