So perhaps the station was just trying to lure more viewers by being anti-apple? That's one way to make 15 iPods into an "alarming" number!
Personally, I'd classify myself as a "Christian" and this is the main reason that I can believe -- while I am totally comfortable with death (not to the extent that I'm going to go play on the freeway) I also see the possibility of "supernatural events" aka "miracles" to occur and thus can see that prolonging a loved one's life via life-support seems plausible, particularly for a younger individual. However, myself, if I was old and have had a full life, I don't think I see the need to be on life support -- I've done what I need to do in this life.
This idea isn't discussed in the originally linked BBC article, but comes up in other articles on the same study (http://abcnews.go.com/Health/MindMoodNews/story?id=7105959&page=1 for example)
So no, I disagree that it's patients being "unsure" about the afterlife or that they're unwilling to accept death. I just think it's relatives that are praying for a miracle.
I think the coupon is the appropriate thing to do for people of all income levels. The government has changed the way that TV is being broadcast which makes older TV's unusable -- shouldn't they also help us transition by making the converter boxes available to all?
Also, boiling "astronauts" isn't a good way to get PR.
The end of labor is to gain leisure.