What's wrong with being a coward -- not wanting to deal with unpleasant things? And considering that there are unpleasant things on both sides (dealing with survival instinct vs. maintaining life), there's no way not to be a coward. The argument that works both ways does not support either of sides.
Of course in RL conversation I wouldn't have much time to think so I'd go with the first part of the first question. But I think it's normal to not want to deal with unpleasant things. A gym rat who is addicted to feel-good hormones might have difficult time abandoning the exercise routine, for example (the idea of not working out, losing shape, losing feel-good hormones, breaking established habits etc, sounds much worse than the current state of things) while someone who's in poor health condition, eats shit all his/her life, leads a sedentary lifestyle etc, would have difficult time starting exercising, eating healthy and such.