If you're just going to live a few hours (say you've been injured in a serious traffic accident), or are being rushed into surgery, wouldn't you want your family members to have the chance to see you?

The fire department in the jurisdiction I worked has been promoting this program. Link to local news story. I think it's a good idea. I've worked with both hospitals and the coroner over the years, and can tell you first hand it can be difficult to track down relatives under any circumstance. The ICE concept has the potential to expedite that process.