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Availability bias is definitely one aspect, but I think a big part of it is also how easy it is to tell a story that separates oneself from the victims (this often takes the form of victim blaming, but not necessarily). It's easy to tell yourself the story of how heart attacks happen to people with different lifestyles or genetics, or how car crashes happen to drivers who are less attentive, or how violent crime happens to people who live in other neighborhoods. It's a lot harder to tell yourself the story of how you'll avoid the plane with the latent mechanical fault or how you'll never be at a gathering place that would make an attractive terrorist target.