I'm not sure this distinction, while significant, would ensure "millions" of people wouldn't sign up.
Presumably, preserving a human brain "successfully", according to some reasonable definition of the term, would be a big deal and cause a lot of interest in cryonics. It would certainly seem like significant progress towards the sort of life-extension that LW's been clambering about.
Exactly how many new contracts they would get seems hard to predict, but I don't see a number larger than 1,000,000 to be unreasonable.
I'm not sure this distinction, while significant, would ensure "millions" of people wouldn't sign up.
Millions of people do sign up for various expensive and invasive medical procedures that offer them a chance to extend their lives a few years or even a few months. If cryonics demonstrated a successful revival, then it would be considered a life-saving medical procedure and I'm pretty confident that millions of people would be willing to sign up for it.
People haven't signed up for cryonics in droves because right now it looks less like a medic...
The Brain Preservation Foundation’s Small Mammalian Brain Prize has been won with fantastic preservation of a whole rabbit brain using a new fixative+slow-vitrification process.
The process was published as “Aldehyde-stabilized cryopreservation”, McIntyre & Fahy 2015 (mirror)
(They had problems with 2 pigs and got 1 pig brain successfully cryopreserved but it wasn’t part of the entry. I’m not sure why: is that because the Large Mammalian Brain Prize is not yet set up?)donation link
To summarize it, you might say that this is a hybrid of current plastination and vitrification methods, where instead of allowing slow plastination (with unknown decay & loss) or forcing fast cooling (with unknown damage and loss), a staged approach is taking: a fixative is injected into the brain first to immediately lock down all proteins and stop all decay/change, and then it is leisurely cooled down to be vitrified.
This is exciting progress because the new method may wind up preserving better than either of the parent methods, but also because it gives much greater visibility into the end-results: the aldehyde-vitrified brains can be easily scanned with electron microscopes and the results seen in high detail, showing fantastic preservation of structure, unlike regular vitrification where the scans leave opaque how good the preservation was. This opacity is one reason that as Mike Darwin has pointed out at length on his blog and jkaufman has also noted that we cannot be confident in how well ALCOR or CI’s vitrification works - because if it didn’t, we have little way of knowing.
EDIT: BPF’s founder Ken Hayworth (Reddit account) has posted a piece, arguing that ALCOR & CI cannot be trusted to do procedures well and that future work should be done via rigorous clinical trials and only then rolled out. “Opinion: The prize win is a vindication of the idea of cryonics, not of unaccountable cryonics service organizations”