A Utility Maximizer wants to acquire many things, including cash, but also such things as trips to the beach, time to watch TV, adorable grandkids, and (probably most important in this case) professional prestige.
Someone who wants to acquire many things is a Utility Maximizer.
Because of the uncertainty in estimates of the value of premature mortality avoidance, it is important to adequately characterize and understand the various types of economic approaches available for mortality valuation.