I fearlessly look forward to death simply because the alternative, eternal life, is much more horrifying. Seriously. Think about the implications of living forever, and then tell me it would be great.
As for people fearing death itself or the act of dying: it's both. So many terminally-ill people choose suffering over death that apparently pain is not their main motivator. Anyone in their situation can save up a handful of pills and kill themselves painlessly -- but the vast majority doesn't. So pain is apparently preferable to fear of the unknown.
On the other hand: some people can decide that, since death is inevitable, they are going with dignity and without regrets. My mother did just that.