There are some high-profile campaigners for assisted dying -
Terry Pratchett: my case for a euthanasia tribunal | Society | The Guardian
I think it's a thing that governments and legal systems are being too slow on, but you can't discuss the issue without discussing the primary risk, which is that it will be abused: terminal patients who can't fully speak for themselves and who are a burden to families - possibly just a cost burden - may be pushed into it without being fully aware or informed and without fully deciding for it.
In the US especially this probably means a huge fear of lawsuits.