Ignoring the fact that some of these people were billionaires, I think all of them forfeited any respect for their lives when they chose to step into a metal tube and put several miles of water between them and the breathable atmosphere, for fun. Same as mountaineers choosing to climb into a "death zone". If you choose to go there for fun then that's how much YOU value your own life and your relationships. I don't see why I should then have a huge amount of sympathy when these people inevitably die.
I cannot understand why the military was mobilised at huge cost? Surely these people should sign a much more wide ranging waiver saying they are doing this at their own risk and should not expect any rescue attempts beyond what the organisers insurance policy covers?