Fairness is nothing to do with it, some people some of the time - really don't want to do PVP or be victims of it. Its a massive turn off for some people. I know that once it became clear I could not compete with mega-corps in EvE Online - the fun started to disappear. Sometimes however I do like to PVP, and when I want that to happen, I'll play in open play.. the rest of the time I play in the Mobius Group (http://www.elitepve.com) so that I don't have to think about PVP at all.. Its more chilled out and that's a different experience but no less valid than full blown kill-em-all PVP. I love space trucking, I can chill out to some amazing music on Spotify (https://open.spotify.com/user/11125206898/playlist/5cpH9Azh5jt4yWwwyXJ6y5) and just have fun.
I understand what you say, but even trading in open, if you stay clear of the starter systems area, away from the lave cluster and from community goal systems, you will rarely see another human player. The possiblity for a (rare) encounter, and a (even more rare) attack just add a little salt to trading.