Poor Bruce. His fate, in my opinion, was worse than dying on Titanic. Because of the sinking, his reputation was ruined and was "villianized" by the presses, who dubbed him as "Brut Ismay". Yes, I said it in a previous topic, but here it is again.
Survival instincts are unpredictable and uncontrolable, when they kick in.
That said, I could see myself doing the same thing of jumping into a lifeboat, while 1,523 people are still onboard. It was reported that Bruce was overridden with guilt, that he asked his family and friends never to discuss Titanic when he was around.