But if they ever want it to catch on more broadly, they should set up their institutions so that they're mostly giving it away rather than consuming it. The public will sympathize better with someone trying to save lives than with someone trying to save her own life.

I support that. I posted (or was going to post? Can't remember if I did) a comment to that effect on one of Hanson's recent posts on cryonics, suggesting a charity offering cryonics to people with terminal illnesses, perhaps children especially. Something like the Make-A-Wish Foundation when the wish is to live. That would rate highly on both fuzzies and utility — indeed, when it comes to cryonics, the two are pretty intertwined for the time being, because the high level of antifuzzies currently associated with it prevents it from having the humanitarian impact it otherwise could. Reframing it as a lifesaving medical procedure that will give dying children a chance to live to see the future could do a lot toward making it seem like an acceptable, obvious decision.