I think it's perfectly fair to call someone whose head has just been cut off and frozen dead. If not there are going to be an awful lot of killers who froze their victims heads exonerated and those that pulled the plugs on the freezers will be in the docket. It's the world on its head.

Mourning is a reasonable response. Advertising is not and this article does not contain a whole lot of mourning (I can't detect any, correct me if I'm wrong) but it certainly does contain a ton of advertising. Essentially it is not about the person at all except for the first 10 words or so.