Kant's point is not that "everyone doing X" matters, it's that ethical injunctions should be indexically invariant, i.e. "universal". If an ethical injunction is affected by where in the world you are, then it's arguaby no ethical injunction at all.
Wei_Dai and EY have done some good work in reformulating decision theory to account for these indexical considerations, and the resulting theories (UDT and TDT) have some intuitively appealing features, such as cooperating in the one-shot PD under some circumstances. Start with this post.
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Yeah, if you have no idea what "use" deontology is unless it's secretly just tarted-up consequentialism, I have failed.
Huh? To be fair, I don't think you were setting out to make the case for deontology here. All I am saying about its "use" is that I don't see any appeal. I think you gave a pretty good description of what deontologists are thinking; the North Pole - reindeer - haunting paragraph was handily illustrative.
Anyway, I think Kant may be to blame for employing arguments that consider "what would happen if others performed similar acts more frequently than they actually do". People say similar things all the time -- "What if everyone did that?" -- as though there were a sort of magical causal linkage between one's individual actions and the actions of the rest of the world.