"Death, pro or con?"

Con. i.e. I don't believe it exists.

"It seems most people view death as an unfounded rumor."

Yeah sort of. i.e. Other people die (in a sense,) at least from our point of view, but not from theirs. They no longer exist so they aren't dead from their point of view because they no longer have any point of view.

"A terminal diagnosis is the equivalent of being slapped in the face with a wet mop."

I'd choose being slapped in the face with a wet mop any day over a diagnosis like that!

"Acknowledging death will focus the mind as no other event can."

Yes I'd bet it does. It's kind of hard to clearly imagine one's own demise. It least it is for me despite the fact that I can't deny my life will end one day.

There's 2nd hand knowledge and then there's first hand experience. Having an ideology about death and getting news you or a loved one is dying are 2 entirely different experiences. Although a non-theist may not fear 'being' dead that doesn't mean they don't mind 'experience' dying. Also there are other moments in life that help us remember what's really important in our lives and in living.

Neither pro or con, its reception is as personal as birth.