Goddamn, I know one of the guys that was on the plane that was shot down. He was one of my neighbours (student house) and a good friend of one of my roommates. We even went to their party last week (I did not really know him personally myself, though).
Also, some AIDS researchers, including professor Joep Lange, were on their way to a AIDS congres. Apparently a lot of medical experts/researchers died on this plane as well.
And I heard something about 80 kids as well.
Shit man, this is fucked up.
But to be honest, I do not think you can really blame the airlines. They fly at 10 km height, which normal rockets and equipment are not able to reach and neither party is likely to take delibirate aim at civillian planes, due to the international pressure that follows. (It was already forbidden to fly under the 7.900 metres height in the area, but the risks were considered very minimal above that and neither the Ukranians nor Russians issued a statement that they will shoot down airplanes). Planes fly over conflict zones all the time, around the globe. This particular area as well, other planes have been at that place at the same day.
The idiots that shot the missiles are really the ones to blame, as there are methods to identify massive civillian planes and they fly by frequently. But this happens if you give idiot rebels good military grade equipment capable of this stuff. Still, I agree that airlines should avoid warzones to nullify the risks alltogether, as almost 300 innocent people died now.