The strange thing is that even though they regard death as bad, death is inevitable though. Everyone's going to end up dying whether they like it or not, so why do they make it so hard for people who want to die to die?
They are afraid of death and because of this they ignore the fact that they will soon be dead due to natural causes or any causes unrelated to suicide and it has even come as far as ignoring any thoughts or discussions surrounding the topic of death.
I have been told very often that I'll die soon, anyways, so why cut my life short? They are indeed aware of the inevitability of death and they have come to an acceptance with it, at some point in their lives and now choose to ignore it out of fear.
My theory as to why people are like this is because this thought stems from survival instinct or if not that, then self-preservation instinct. An example from myself, when I heard the news of a meteor predicted to hit earth in 2093, I felt fear, even while knowing I won't be alive at that time. I guess this is the same as thinking about death.
And, to answer your question asking why they make it so hard for those who yearn to die, to die, it is because the concept of suicide is a subset of the concept of death but what makes it stigmatized is that inducing your own death is thought to be just, bad. I don't personally understand it but I guess they have their… invalid.. reasons. Of course another reason why they complicate everything concerning self deliverance is out of fear of suffering themselves so they save themselves at the cost of someone else suffering at a much higher intensity than they ever will.