The structure decides what your creditors can reach
Under an entity purchase the business owns the policies, so the policies and their cash values are subject to the claims of the business's creditors. Under a cross purchase the policies are not owned by the business, so they are not business assets and are not exposed the same way. Same death benefit, very different protection.
Source: North American Company for Life and Health Insurance, Buy-sell with life insurance, 215NM-3a