// I feel that they are playing on the elderly who don’t wish to be a burden to anyone. //
If these 'elderly' folk want a simple no fuss funeral, then that's their choice. If they feel so strongly that they want one, and have it stated in their Will, then they should have one. I, for one, do not want my family to fork out £5K to some fawning Undertakers with posh cars -I'm down for a simple cremation and the money saved is set aside for a big party/wake/call it what you like at a later date.