Companies should promote awareness. Especially those who are in the business of selling gear that is used in the backcountry. Take responsibility? Not so sure on that. If Joe Blow wants to buy a splitboard, it is not up to the retailer to make sure they are prepared. Joe Blow could buying the board for a Level I they are taking for all we know. snowvols is right, it is up to the person to take responsibility for what they are doing.