I love watching Penn & Teller and was surprised they covered cheerleading until I watched it. I always knew people got injured and it was dangerous but that your actually rewarded extra points for disregarding safety and people end up in wheel chairs was a surprise.
I'm not surprised anymore by companies taking advantage of people and doing whatever they want to get more money.
With all the pressure and competition these days I think the only way to try and fix this is to make cheerleading a sport. With the increased resources and regulations maybe people would finally realize the risks and make accidents more preventable.