> I can use that to keep a gun pointed at a target or i can use that to prevent a baby rocker from falling over.

This leads to what I'm going to call the "Ender's Game" approach: if your AI is uncooperative just present it with a simulation that it does like but which maps onto real-world control that it objects to.

> I've always held the opinion that ai safety was more about brand safety

Yes. The social media era made that very important. The extent to which brand safety is linked to actual, physical safety then becomes one of how you can manage the publicity around disasters. And they're doing a pretty good job of denying responsibility.