One of the problems with people rushing in to tell someone feeling suicidal to not do it is that it is usually unhelpful when you can only guess what would be helpful to them. And maybe some people need to explore what their own death means to them, so that they can make the decision for themselves. Maybe for others, it is the pain that they carry around with them that causes this feeling, and that needs to be addressed first. It could be any number of reasons that need to be explored.