A lot of folks argue about which sport is tougher. I played rugby in college, and have a bias. It doesn't stop for "plays", you are allowed to kick and punch a guy who is on the ground with the ball and keeps possession instead of pushing the ball off, and of course, no protective gear. I got hurt in every game I played.
So it doesn't surprise me when a 40 year old player has a heart attack and dies, and the game goes on without him. That's the culture of the game.
After a minute of silence, the game went on. I almost laughed at the comment under the story when a guy points out that every time a surfer gets killed, they don't shut down the beach out of respect.
Was it the right thing to do (play on)? No. But I can understand the cultural view point. To those outside of the sport, it might not be understood that playing on is a testement to the fallen player.