Safety with Management

I recently went on a group tour of a industrial manufacturing plant. Although the plant boasted that they were "Top in Safety", I was surprised that the plant manager that provided the tour did not wear his hearing protection the entire time. There was heavy machinery that produced noise much above the standard decibels which would require hearing protection. As the tour progressed, I believe his lack of concern affected business people in our group, as many of them did not continually wear their earplugs. Being a plant manager, he sets an example for his employees and those visiting the plant. Have you come across this and if so, why do you think people overlook the need for protection?