The reality is that many people successful or not don't like being told what to do regardless of the consequence.  I don't think there is any new Kool-Aid involved wrt the mask.  Sure, the science is out; the science is out on many things which we also ignore on a daily basis without any consideration.  Speeding, smoking, drinking alcohol, using drugs, unprotected sex, going to the Moon/Mars and not wearing your seat belt...  Some people are more inclined to take risks than others.
 
 I'm not going to condemn the man based on that one thing - it was his choice.  Maybe his death will serve as the motivation for others who are on the fence about wearing a mask to put one on; especially those who are in the "more susceptible" categories.