There's a fairly common belief that if you happen to fall from a great height, you'll be "dead before you hit the ground". The reasons given probably stem from fear of your imminent death, or a generalised terror, leading to shock, heart attack, or even asphyxiation. On one hand, it is kind of reassuring to believe that you won't feel any pain if you fall from a great height. The reality is that it's the huge deceleration (as you suddenly stop) that kills you.