An assumption in your attempt to demonize this private firefighting company. No one was drowning, simply property burning. He had the responsibility to learn the rules of his new location and pay the bills accordingly. Since he did neither it was not the responsibility of the private firefighting organization to save his property. If they had, they would have been doing an injustice to those that had properly paid for their services
There are such things as moral right and wrong. Morally what they did was wrong. I cant say what I think of this bunch. I cant demonise them enough. Where I come from real Firefighters would tar and feather them.