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V_V comments on We really need a "cryonics sales pitch" article. - Less Wrong Discussion
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Risk aversion can be demonstrated even in trivial cases where you offer people a certain payout of $10 or a 50% chance of getting $20. I don't think it's about high marginal utility of wealth in certain future states.
Cryonics is not at all like insurance: insurance is about paying to protect yourself from a small chance that a bad thing will happen. Cryonics is about paying to get a small chance that a good thing will happen. It's much more akin to a lottery (as Vaniver already pointed out).
Risk aversion generally occur when your subjective utility with respect to some quantity X is monotonically but sublinearly increasing.
In most economic analysis X is generally considered to be money, but it can be really anything else, including years spent in utopia.