That is an interesting way to look at it. Probably one of the reasons the Pro-Vax people are worried.
If, just if enough people begin to question the benefits versus the risks of the immunizations and they lose their captive audience it could really hit them in the pocketbook. Especially when the CDC is implicated in covering up the link that they found to autism and the MMR vaccination.
Yes, in most cases the individual risk is far greater than the benefit. Taking MMR vaccine gives you about a 1 in a million chance of dying. Not taking the MMR vaccine gives you a lot less than a 1 in a million chance of getting mumps or measles or rubella here in the US. Even if you get one of those three your chance of dying is a lot less than 1 in 1000.
So a 1 in 1 million risk of death, a couple times greater for other serious complications versus a 1 in a billion chance of death with about the same couple times greater for complications. Nobody would choose the vaccine given those odds.
But the reason the odds of getting measles, mumps or rubella is so low is because virtually everyone has been immunized.