Which is, in the eyes of many, exactly the problem. You can't market life-threatening activities like tech diving and BASE jumping the same way you market other services. You have to play by different rules. The bar is too low, and when a mistake occurs the price is too high. If that sounds unimpressive, consider that tech divers constitute a very small slice of the overall diving population.
Fatalities are part and parcel of technical diving.
PADI acknowledges that it is plunging into treacherous waters. We're not going to market it that way. We don't expect huge numbers. But many tech trainers have profound philosophical issues with the firm's approach. PADI students progress through a sequence of written exams before advancing to the next level.