You're all right that safety isn't just an option anymore, and it seems like manufacturers are well aware of this fact and supporting this trend. Rockwell also just came out with some tools to help engineers navigate safety as they are designing machines: http://www.designnews.com/document.asp?doc_id=262277
As manufacturers add new technologies to their products, designing for compliance becomes more difficult. Prepare for the certification testing process. Otherwise, you increase the risk of discovering a safety issue after a product leaves the assembly line. That will cause significant time-to-market delays, be much costlier to fix, and damage your brand in the eyes of customers.
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