But there are two major factors that keep the shark finning industry alive and strong: 1. culture and; 2. fear.
Most sharks are killed for their valuable fins, used for shark fin soup in much of Asia, particularly China. Although it isn't very flavorful, people pay up to $90 a bowl because it is considered a delicacy. It is a status symbol and is reputed to transfer the good health and long life of sharks to the consumer.
Whether it was Jaws or something else, sharks have such an awful reputation as brutal, mindless killing machines, that the thought of them is enough to keep some people out of the ocean. I remember being terrified of them as a child, even though I had never seen one in the wild (and still haven't!). Changing their reputation is not easy, because in the end, they can sneak up on you and have really big teeth. The fact that they are highly evolved fish with two more senses than us doesn't mean much...they have really big teeth.
So the two things that put sharks, and ultimately ourselves, in danger are two things that are really hard to change. One culture is rarely in the position to judge another culture, but looking at biology rationally would help alleviate the myths associated with culture. And education is the only thing that might eventually convince people that our preconceived notions are false. People will still get bit by sharks, but remembering that we are imposing ourselves on their territory might remind us that we don't have the right to go out and kill them all.
I like to think that building community and social capital is not limited to the human sphere. Putting ourselves in our proper place in the webs of life, as one part, not a whole unto ourselves, we may begin to see the benefit of and connectedness of all life.