You should read the one comment under the story as well. It's true, we have huge fires that have been burning for weeks and the wood river valley get's all this help and attention simply because of all the expensive homes and wealthy people that live there.
It's a private company, and the people paid for that service. What's the problem? Better that they should just leave the houses to burn and then pay to replace them? It's not like it's tax-payer funded services doing this.