"Mercy killing is such an ugly phrase...."

And so is "assisted suicide," apparently.
It's all about rebranding, huh?

Advocates of the practice, who shun the term “assisted suicide,” say they believe that as the generation that wants what it wants when it wants it and feels entitled to never be inconvenienced baby boomers watch frail parents make spoken or unspoken demands on their money emotions and time suffer, support for their movement will grow further.