It's a bet. If it pays off, you don't have to stay dead. If it doesn't, you're dead either way. Is a small amount of money now worth a shot at a entire future life?
There are other cryonics organizations that can be funded by life insurance. A couple hundred dollars per year depending on how young and healthy you are when you sign up.
The company in OP's article, Nectome, is unusual in that they use a chemical preservation process in addition to freezing, are currently only researching the process, and are planning to offer the option to terminally-ill patients to be preserved while still alive.
The other organizations, the Cryonics Institute and Alcor, use a simpler freezing process that could allow the brain to be revived as is, are already freezing people, and freeze people after death (preferably with a team on standby in the hospital by your deathbed).
Some articles on the subject:http://www.overcomingbias.com/2008/12/we-agree-get-froze.htmlhttps://www.lesswrong.com/posts/yKXKcyoBzWtECzXrE/you-only-live-twice