Is Over-the-Counter Pain Relief Worth Dying For???

Couldn't help but notice this article in USA Today, which says that a 17-year-old high school runner died from an overdose of a topical cream used for sports pain relief.

EXCUSE ME???? Obviously something's wrong if the stuff you can buy over-the-counter can build up on your body and do you in. And I have to ask: why do athletes keep insisting on drugs/surgery/splints for pain relief when other natural approaches -- like The Rossiter System -- are readily available, FREE and carry no risk of side effects? Why aren't more coaches and trainers interested in approaches that work without risks? If sports medicine doctors who own huge orthopaedic clinics practices are in charge of most athletic teams, what incentive do THEY have to look at alternative approaches?

I am amazed. And saddened.