That is an interesting and concerning view. Cryonics makes the usual argument:

1. You want to live forever
2. Cryonics has a chance of working
3. Therefore, you should take out a cryonics policy,

And the average person does not agree with the conclusion. They might not be consciously aware of why they don't want to live forever, but they damn well know that idea doesn't appeal to them. The cryonics advocate presses them for a reason, and the average person unknowingly rationalises when they give their reason - they refuse the second premise on some grounds - scam, won't work, evil future empire, whatever. The cryonics advocate resolves that concern, demonstrates that cryonics does have a chance of working, and the person continues to refuse.

Cryonics advocate checks if they refuse premise 1 - person emphatically responds that they love life not because they actually do, but because it is a huge status hit / social faux pas / Bad Thing (tm) to admit they don't. Actually, their life sucks, and dragging it out forever will make it worse, but they can't say this out loud - they probably can't even think it to themselves.

Wow. It's kinda scary to think that people refusing cryonics is a case of revealed preferences, and that revealed preference is that they don't like life. Actually, it might not be scary, it might just be against social norms. But I'd like to think I genuinely like life and want life to be worth living for everyone. Of course, I'd say that if it was a social norm to say that. Damn.