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Sure you may be able to get away with riding without any safety gear, 2-up on a public road but for this couple, the ignorance comes back to bite them pretty quickly when they decide to lose control in front of news cameras.
Idiots. I've dumped my ATV a few times but it never rolled over on top of me, on blacktop, on TV, while not wearing a helmet. I must be doing something right.
People are always going against common sense and adding passenger seats to single person ATVs. If you're going to ignore all the risks you could at least make your passenger comfortable, and have them hold your beer.