Anecdotally, people's fear of sharks still feels very overblown. I've gone surfing in SoCal a couple times a month for the last 5 years or so, I've never known anyone that's had a shark attack, and have only been told "there's a shark nearby" once. On the other hand, many friends have hit rocks, got caught in rip currents, and or had stingray stings. Even though the severity of these things is less than a shark attack, their prevalence means that there are many more deaths every year due to these relatively mundane things. But when I offer to teach somebody to surf, sharks are still one of the most common objections (it's probably second to "I can't swim").

None of this contradicts what the study is saying -- it's totally possible that the overall fear is decreasing. It's just _still irrationally high_, imo.