Quantifying common risks seems to be a daunting enterprise. How does one compare the risks of dying due to an unusually severe seasonal influenza epidemic to the risk of a mortal injury resulting from occasional weekend kayaking or snowmobiling; or the risk of frequent transpacific flying to the risk of habitual eating of California-grown lettuce that might be repeatedly contaminated with Escherichia coli? And how do we express fatal risks? Per standard number of people (1,000; 1 million) in an affected population? Per unit of hazardous substance, per unit of time exposure, or per unit of
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