Activation does not happen normally because: (a) an undamaged layer of endothelial cells separates the blood from exposure to collagen, (b) the endothelium secretes nitric oxide (NO) and a prostaglandin (PGI2), both of which act as vasodilators and inhibitors of platelet aggregation, (c) CD39 is present, which is an enzyme found on endothelial cells that can break down ADP to AMP