[W]hy is there such intense pressure to legalise medically assisted suicide or euthanasia? In the past 5 years in the UK there have been three bills introduced into the House of Lords seeking to legalise “assisted dying” in England and Wales; none has made progress and the last one was roundly defeated on a vote in 2006. Yet, despite Parliament's clear lack of appetite to change the law in this area, campaigners have redoubled their efforts, and the main pressure group (Dignity in Dying, formerly the Voluntary Euthanasia Society) is constantly presenting its case in the media.