Well, as usual, there are bits of information left out in the news report. It doesn't say the lower end of the jumper cables was attached to anything at all, or exactly how far they reached. You are probably correct. He probably ran out of gas for the generator, and decided to try and hook up to the utility pole somewhere. He might have shorted out the wires that were dangling when he attempted to hook up to the pole and fell when the sparks started arcing.
I guess I am really surprised this hasn't happened more often. (Here in KC many homes are without electricity, have been for almost a week).
P.S. Notice the 'reporter' states the dead man was found 'unconscious'.