People live forever anyway, in some form. There are different kinds of immortality though, for instance Alex Chiu's way of living in earth body. Human body is dieing all the time. Parts of body accumilate damages. But there is the healing factor which immortality rings and gorgeouspil enhance.
For instant, when a lower form of matter is damage, it cannot repair. A piece of iron, a dead piece of wood cannot repair. But a live piece of wood can repair. That is difference.
The difference with Alex Chiu immortality is you have control. People want to have control of their body, the way they look, wrinkles, skin color, physical build, etc. That is probably the biggest goal, to not only have control over life and death, but also to control how we can look.
People buy things, but they have preference. For instant, they buy different styles or color. This is example of human exercise control over their environment. It shows the nature of our soul. We wish to dominate matter. It is seen in different venue, like the land owner, the one who buys clothes, jewelry, etc. They don't necessarily need this stuff. But they like to move this stuff around into different patterns. What's the use of that? It's kind of pathetic how mortal people live. Since they can't control life and death, they are reduced to playing with small matters.
Sure, we want control, We want power. Will of power is the core of all things, as Nietzsche explained. Alex Chiu's inventions improve our Will of Power.
