To judge from the article, he panicked and tried to run away from the flames (setting others on fire in the process). If only someone had been able to get a rug or blanket or long cloth coat over him, so he could drop and roll. He might have suffered 2nd degree burns or less over a much smaller percentage of his body. As it is, I suspect the poor guy would be fortunate if he does NOT survive. :-(
Dunno. That would be a better question for a burn survivor. I expect there's a FReeper or two in that situation who will be by presently.