economy - Insurances use fires for PR

More than 90 deaths and over 70 injured in two killing fires are being used by insurance company China Life for a PR-action, reports state newswire Xinhua.
I cannot say I'm very shocked, but I also did not find it a very prudent way for an insurance company to promote its services. Only four people did have an insurance, you might not even call this really smart promotion.
For a few years this big scale figures have not occured, at least not in the media. In China you might wonder, has the situation suddenly deteriorated, or is it basically another media policy?
Anyway: opening the emergency exits might be more useful than an insurance.