drivers in snow

The ammount of information and advice regarding driving when its snowing is readily available ie RAC/AA websites etc and TV , so why do drvers still attempt to use their brakes when roads are snow covered and obviously slippery, its common sense and Knowledge to use your gears to lose speed rather than rely on the brakes, ive just taken my daughter to work this morning and encountered three brake happy drivers who were skidding across the highway simply because they used their brakes to slow down rather than their gearbox,possibly causing an accident which could have been avoided had they been driving correctly in the conditions, its just ignoirance pure and simple and the “it wont happen to me” syndrome.