BASE jumping, while even more dangerous with many outcomes resulting in death, is something I'm considering on trying in the future.
I don't really do it because of the risk. Sure, I love the adrenaline rush and I love doing extreme things, but that's not the core reason. I know many people who have lost a half dozen really good friends each throughout their lives. That is absolutely devastating. Every time there's a fatality, it spreads through the community rather quickly.
I do it because the experience is like no other, being able to fly through the sky (I mean, how can this view[0] not be attractive). It's also an extremely social sport. You get to form close relationships with total strangers rather quickly.
I could also die driving everyday, the odds say I'd have a better chance at dying in a car than skydiving. So there's always the logical route based on historical evidence.