It happened again last weekend.
A pedestrian was killed Sunday evening when he tried to cross multiple lanes of traffic on Route 30 in Absecon, jumping a concrete barrier in the process.
That and another accident Saturday evening on a different stretch of Route 30, also known as the White Horse Pike, have led to more calls for the state to do something about this dangerous highway. Saturday's accident was a single-vehicle crash. Police say it was caused by excessive speed.
The two accidents were related only by the coincidence of their timing. But the death of a pedestrian darting across one of the busy roads leading into Atlantic City is an all-too-familiar story.
Four pedestrians were killed in October and November 2012 along Route 30. In the Tri-State Transportation Campaign's listing of the most dangerous roads in New Jersey, Route 30 and nearby Route 40 in Atlantic County are tied for fourth. That includes the part of Route 40/322 that passes by the shopping centers of Hamilton Township, where pedestrians routinely dodge traffic - or try to - as they head to and from the malls.
And each time a pedestrian is killed, there are calls for more studies, better sidewalks and crosswalks, or the construction of pedestrian bridges.
But just a day after the latest Route 30 pedestrian death, Press staff writer Donna Weaver talked with a Mississippi man who said he was stopped by an onlooker while he had been in the process of climbing over a Route 30 barrier. Here was a man who was aware of the fatality - and tried to jump a barrier anyway.
So what will it take, we wonder, for people to stop treating these busy and dangerous highways as if they were quiet back roads? Local police have pledged to step up enforcement of speed limits and jaywalking laws, but police can't be everywhere. And crosswalks only work if people use them.
Yes, Matt Norris, South Jersey advocate at the Tri-State Transportation Campaign, and others are right when they say that these state highways, built long before there was much development in the area, lack the sidewalks, median islands and regularly spaced crosswalks we take for granted in more pedestrian-friendly areas. Better infrastructure would certainly help.
But until someone figures out how to make that happen, the people who walk along these roads need to understand where they are - and that their feet are no match for a speeding truck. And neither are their fragile bodies.