Hit'em
Sometimes an aircraft may have the inability to maintain altitude while retaining the ability to steer (for-example-but-not-limited-to total power loss). In this case, avoiding the populated area is the best option.
My priorities (which I hope I never have to use) in an emergency of that nature are:
1. My safety, because if I survive, so will my passengers. If this cannot be guaranteed, then:
2. Save as many lives as possible i.e. miss buildings and populated areas.
If I can't touch the ground at normal landing rate of descent and/or attitude, then while in the air I assume I probably won't survive (but I'll damn well try if I wake up on the ground!) so I might as well leave the good folks on the ground to their peace.
I hope I never have to think about that for real. Condolences to the families.