Woft: Many people do coat them, but more for waterproofing than to prevent accidental lighting.
I carry mine just as they come out of the box, alternating "head-up" and "head-down" when I put them into a match safe.
The ignition chemical is only on the tip of the head, so you have to hold (or accidentaly hit) the match perpendicular to the striking surface. Friction on the side of the match head is safe unless you reach combustion heat from the friction.
Finally, it's just not that easy to set them off. You have to drag them against a fairly rough surface, with almost enough force to break the wooden shaft.
Of course, there are always exceptions and accidents.
I wonder if the US and European versions use the same chemicals in the same positions, but the European manufacturers just don't color the two chemicals differently. Or is the European version a homogeneous mix of chemicals throughout the head?
Bear
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No fire, no steel.