How does any of this prove that they don't deserve death? Can a man say, "My reason for murder was more benign than that guys. I did it because I was worried he's make my friend go out of business. He did it because he wanted power. So give me a lesser punishment"?

Unless there was blackmailing involved, where the person was asked to join or else face the death of family and friends, I don't see why there should be mercy. Even in this case, said person could have chosen to let someone in authority to know, just like Verin did. Slaughtering innocents in the name of protecting family doesn't merit mercy, IMO.