Yeah, I am one of those people that broke ribs this year.
It was a high side, at about 40ish on gravel. Good gear. It did its job. I hit helmet and shoulder first. Hard. What did me in was my arm jamming into my ribs as the rest of me came down. (being under my ribs as I landed on my side)
Outside of airbags, I am not sure that more pads/armor would have helped much. My ribs did not break where my arm was under them on impact. They broke (front and back) midway around the front and back, from bowing out and "giving/snapping" from the bowing. I knew I broke ribs when I hit.
Odly enough, I thought my neck would hurt a lot from the impact. Not at all.