Selfishness.

Their reasons for that selfishness can vary greatly.
Obligation, Profession, Love...

But in the end, it's a fear of the loss.
They don't want to feel badly, so they want you to continue on.

But people tend to wait to help until it's nearly too late or after the fact.
They will have pretty words that only serve to shirk their own pain and guilt for not taking action when it could have helped.
Claiming it was selfish of the victim of the act.

Nobody 'wants' to die. Just for the pain to finally end.
Death is just an extreme and tragic means to that end.