Yeah, I don't get it. If anything, I feel like it's just reinforcing common sense. There will always be a clear victor in accidents: T > truck/bus/car > bike. If you're on a bike, why wouldn't you want to protect a very delicate area of your body from harm?
Every day when I see probably 70+ percent of bicyclists riding down Comm Ave without helmets, I just can't help but think how dumb they are. You sure as hell couldn't even pay me to ride a bike down Comm Ave after seeing so many near-misses and actual car-bike accidents on a relatively frequent basis.
With slight resentment of being indirectly called dumb, I did it for four years. It's my risk I take. I repeatedly joke that if I die anytime soon, it will probably invoke a bike and looking at something pretty. It is probably still the most likely way for me to die young.