I don't think it matters if it is a "non swimmer" or a "swimmer." At the final stages of the game, it doesn't matter how experienced you are, you'll start the "climbing the ladder" instinct.
I think where we're arguing different points is "drowning." In my opinion, the person you are referring to actually has "drowned" whether it be full, near, dry, or on the way to secondary. In that case, you may be right (although my full drowning victim called for help whenever his head was above water.) What I consider "drowning" is someone on the way to the above conditions.
I myself nearly drowned a few years back, when I got too big for my britches and surfed the North Shore after only 1 month of experience. A huge wave broke my leash and I got pounded by multiple sets of big water. I didn't call for help because I recovered from panic in time, but there was about 5 minutes of sheer terror. For some reason, I thought to myself, "Headline: Daytona Beach lifeguard drowns in Hale'iwa" and how embarrasing that would be. It actually made me laugh, calm down, and swim back in to the shore. 10 minutes later, I saw a kid break his boogie board and I went in after him (lifeguard beat me to him). Like I said, I think people will either go, or they won't, instinctively.
Anyway, I guess we're arguing semantics, but we do agree rescues definitely put your own life in danger.