I can't help thinking that they knew that there was a high risk of disaster. They apparently signed waivers acknowledging the risk of death.
It's not just a 2 hour pleasure trip off Llandudno beach where you suddenly decide to take the last few places. This is a massively expensive 'adventure', attracting thrill seekers / daredevils and the like.
It doesn't matter if they're rich, poor, brave or daft. They'll have been fully aware of the risks, and prepared to take them for the trip of a lifetime. As with rock climbers, potholers, base jumpers, speed freaks etc, the 'thrill' is dicing with death.
It's a classic example of "it's how they would have wanted to go". Selfish people leaving a trail of misery for those left behind.
While I accept that I do have some degree of sympathy for them in their situation, I can't help but think that they were all aware of dicing with death being the ultimate part of the experience.