G-forces are not experienced equally based on the axis on which the plane is moving or the speed at which it accelerates/decelerates. The airframe of that plane was deformed with the wings bent permanently indicating non-plastic deformation, and yet the passengers were fine.

Imagine a plane rotating on the axis through the COG nose moving 'down', that would give the pilots negative G, the people near the tail positive G and everybody in between something along a gradient, those near the COG would likely not experience much difference. If the plane came out of a steep dive then there would be a lot of positive G, and if someone were to black out that would likely be only for a moment. A powered descent into terrain would be far less in terms of G's than violent maneuvers such as steep banks or coming out of a steep dive.