I'm taking several things from the linked article:
"complex weather system" in the Snowdonia mountains
he had consumed cocaine at some point prior to the crash
That shows an attitude problem.
Unfortunate is that successful business owners rarely make successful pilots, those business decision making skills do not transfer over or rarely do.
If he'd been alone it would have been a more understandable decision to press on. In the company and being responsible for unsuspecting passengers, family members even, that shows me that he was probably a habitual "rule" breaker.
Paid the price too.