Xprize stuff is of course somewhat self-serving and this requires real investment to address (I am writing about one such effort in another tab) but better awareness and intelligence is not a bad thing. No one is talking about eliminating controlled burns or other measures, in fact as the environment macro factors shift we need more information to make informed decisions about when and how to do those.
It does serve the logging industry sure, but also major national forests and parks that serve many purposes. Fisheries and fishing companies benefit from watershed restoration and species-based protections but we don't think of it that way. Besides logging is not inherently evil, where do you think all those compostable paper products come from? A better timber industry is needed to support renewables and wildfire mitigation is a part of that evolution.