The president also explained his hope that visitors may get some time to think about their own death, a topic often overlooked as a taboo. "People may think about it when they are told they have a limited time to live, but it is hard to think about death in everyday life. In the pitch-black darkness of the coffin, one can think about their remaining life and the final days of loved ones," Hirano commented. Some of the comments in response to articles on the cafe included, "That's disrespectful," and "That's a bad omen," but to such critics, Hirano responded that "this is the result of thinking about what we could do as a funeral company."