So here's the thing. I understand your point of view, but I also understand the other point of view.
"OK sweetie. If you don't want to try new things because your too scared, I won't force you. You never want to swim across the deep end? That's OK! Too scared of that first bus ride? I'll just drive you. Is it a little to scary to spend the night at friends house? We'll just always have the sleepover here! You don't want to go to Hawaii 'cause the Ocean has sharks? Alright we'll just make our next family vacation all about you! That is after all what the rest of the world will do once you leave home...unless of course that's too scary, in which case you can just stay in mommy's basement!
I understand that it's just a ride, and to some parents it's not worth the battle to "force" their kids to do it (I fortunately have never had this particular problem, both my kids are dare devils), or it's just not the place you choose to do it. But I don't think it's fair to judge someone else for pushing their children to do something they are scared to do. Every parent (if they are doing their job) has to push their children to try things they are fearful of (first day of school, dentist, college, job interview, broccoli!) It's how we learn to take risks, it builds self confidence (what feels better than conquering a fear?) and it prepares them for life outside our cozy nests (you know those little birds have got to be having a full blown freak out right before mama pushes them from the tree, but it's not likely they will learn to fly if she doesn't!) I know a lot of parents who try to make every situation comfortable for their kids, and honestly I think that is much more detrimental in the long run than forcing someone on a ride! The world doesn't revolve around any one person, nobody is going to make everything right for their child out in the real world (well unless they turn out to be pop stars, and then lot's of people might try, but we all know how that story usually ends!), and sometimes though a parents real intention is just to make life enjoyable for their child, what they are really doing is building a sense of entitlement, and a crippling fear of taking risks and standing on their own.