My Reaction to "The Falling Man" story

Even at the beginning of the first article, I was shocked to find out how many people had jumped out of the Twin Towers, to end their lives. I know that they would've died regardless, but jumping to one's death seems very scary. According to the article, the most controversial photo is called The Falling Man. The man is falling from the North Tower of the Twin Towers, and no one has identified the man. Since no one knows who it is, they're all denying that it was someone related to them. I don't understand why because even though I'd prefer not to learn about the death of my loved one on a magazine or online and have everyone know about it, I'd want to know how they died. I also don't understand why people think that it would be very bad for the man who jumped to be related to them. I understand that journalists are there to observe, but I don't think that I could stand by and take pictures of people falling to their deaths, and not try to do anything. In the last article, we find out that the falling man is Jonathan Briley, a 43 year old man who worked at the restaurant in the North Tower. I personally think that after waiting five years without knowing how your loved one died, that it would be very difficult to find that out on the news. 

This is the photo titled the Falling Man: