(I remember reading something at sankaku about the producers enjoying the repercussion with the deaths, hence, they're adding this to the storyline in order to draw attentio of the public, but since it's sankaku there's basically no credibility at all lol)
It wasn't even something Sankaku made up - they quoted a Japanese official broadcast watchdog who, in turn, claimed to be quoting the producers - without giving the resourse, of course.
And the day I start believing everything offcicial broadcast watchdogs say, you'd better shoot me.
With all the trolling the staff exposed us to, I'd rather believe THEM - and they mentioned that Urobuchi's script was accepted practically "as is". I find it extremely doubtful they would change it after the hype wave around episode 3 (and episode 4 had probably been long made by that time).
So... it's not trying to add more deaths for more hype, it's Urobuchi, just Urobuchi. From what I've heard of him (and from my impressions when playing Saya no Uta), this guy is simply allergic to traditional happy endings. He prefers whams and heavy impacts that will define the story as SERIOUS BUSINESS. And it works, too. Do you ever feel worried for the characters when watching a mahou shoujo show? Nope, mostly it's "wow", "what's her problem, really?" and "why don't they just shoot this monster?". In PMMM, since episode 3 many people (including yours truly) were worried SICK about the characters, stared at them, carefully watched their every minute on-screen, knowing it might be their last. And as a result, these magical girls, regardless of how sad their fate may be, seem more memorable than hundreds of their predecessors. All Urobuchi did was stuff reality into the genre - the reality of our world, where all wishes, miracles, ambitions and choices come at a price. And failing\refusing to pay that price (and sometimes PAYING it) may cause havoc that no magic will undo.
But I've heard a lot about them).
.
