Project Risk Management

"Project Risk Management in not an optional activity: it is essential to successful project management. It should be applied to all projects and hence by included in project plans and operational documents. In this way, it becomes an integral part of every aspect of managing the project, in every phase and in every process group" PMI Practice standard for project Risk Management.

In most of my PMP classes I found some trainees interest in Risk Management but unfortunately I didn't find many companies interest to apply it. My question is where is the problem is it in the people who are not interest to pay more time and effort to manage the risk or in the organizations who accept the risk all time.
I think there is a problem in the understanding of the risk itself , even some of PMPs don't know exactly how to apply risk management.

PMI issued the new standard of Project Risk Management but I think it is not enough for application , I feel that this field still need more effort and improvement to facilitate the application itself.
Risk is surrouneing us from every where , most of the projects fail because of not giving a good attention to the risk management.
I'll start with myself as a Project Management Consultnat and Trainer to give more practical examples and hands on training in how to manage the risks in the project starting from my next Risk Management class in Kuwait I'll focus more on the application more than the theories and see the effect of this.