I think how the question is phrased really matters.
How much do you value your life? Or how much would someone have to pay you to kill yourself?
Are these even different questions?
I guess it's possible people are just ignorant, but in general I see people especially men acting recklessly enough with their lives that they seem to not ascribe the highest values to them. They would rather have a shorter life where they have more money and other things.
Driving was one I decided on early: I didn't get a driver's license until 25, to get well out of the danger zone for auto accidents; and then less than a year after I got it, I moved to Finland (an uncommonly safe country in its own right) and I've been living off of public transit and bike paths that aren't thin painted lines next to motor traffic ever since.