How is this different from any other kind of insurance?
Well, to start:
(Note: the cryonics orgnizations that people keep comparing this to get the opposite result on all these checks.)
Good answers, one and all, but they all seem to essentially revolve around competence and capacity to deliver.
Hypothetically, if a respected and mainstream insurance company offered a similar sort of service, would you find it as problematic?
http://eternal-earthbound-pets.com/Home_Page.html
Providing assurance that pets will be provided for in the event of Rapture.
Having thought it over, I'm OK with the ethics of this service.