Mafia insurance: an offer I can't refuse

I've had a letter from UK insurer Norwich Union Direct that reads more like a threat from the Mafia. Alongside a picture of an 'In Loving Memory' bouquet it says:

Accidents happen

Each year in the UK, hundreds of people fall on the stairs. Some are lucky and walk away. Others, however, aren't so lucky...

For peace of mind and to ensure "my loved ones will be properly looked after", I should pay Norwich union £2 a month. Sounds like protection money to me.