The risk of killing the passenger would be taken when other means of movement or not evacuating someone is even more dangerous. Soldiers wounded or trapped behind the front lines, accidents on mountain trails.
A more lucrative market is for “heavy” goods movement in the last few miles in locations that cannot be reached by road. They compete with mules, Sherpa porters or helicopters.
By “heavy” I mean in similar capacities with people carrying drones.
These risk tolerant niches should provide an environment for a more realistic assessment of reliability and chances of improving it.
Yeah, sounds good. Joby is already relegated to being funded by the military, yet it took them 17 years to fly from one airport to another. There is a saying in aviation design: “If it looks good, it will fly well.” There is no saying of. “If it sounds good, it will fly well.”
The Joby machine looks like it could have been invented by cartoonist Rube Goldberg or maybe Dr. Suess. Not sleek, but rather way too busy and complicated. Let’s see where it goes from here, after 17 years of no actual use whatsoever. 
Here’s the latest “press-release breakthrough” from New Atlas covering the CES show.
Affordable personal eVTOL aircraft coming this year
Nice to see their skeptical tone for a change. It can fly one person for 20 minutes at 50 mph. They note a previous flying motorcycle from the same company last year, which never happened…