Heading to space seems fun. I'd totally do it in his position.
And you're strapped to a giant gas tank to simplify things, even when the capsule disconnects. So if it explodes I very much doubt any pain is felt.
Probably a good idea to have an iron clad will before any liftoff for any man, but especially the richest man in the world.
And he doesn't run Amazon anymore so even if he dies his legacy goes on and he dominates the news cycle for like a week. For a narcissist who perhaps is above the term due to his status, it's worth the risk. Even more so, if Elon on Branson or more importantly NASA ever does anything in space after and better than he, his name will always be at worst a footnote in the conversation.
Rich or poor...it's a cool thing to get to do. Live or die. Also the old guys were all air force, real men.
But we should not forget the Apollo guys who died on the platform. Grissom, White and Chaffee.
The people who died on their way or way back:
Challenger:
Columbia:
This is the one I remember IRL, sadly.
Am I missing any men or women who gave their live to help us explore the unknown?
Modern day Galileo's or Columbus'...mankind who were willing to explore.