They probably see it as some sort of self-martyrdom or "self-sacrifice for Allah".
Why are people stampeding all the time? Are they trying to run around the Kaaba? Aren't you supposed to circle it slowly & reverently? You can't be reverent while doing the 100-Yard Kaaba Dash.
I haven't read the article, I admit. I guess something crazy happened there, scared one guy and it snowballed from there.