I see nothing wrong with this. If I'm wealthy and I can pay money for a service for risk management and the benefits outweigh the costs it makes sense. Private security vs police? Sure. Private jet vs common carrier? Sure. Private firefighter vs public? You guys lose your minds over that? I don't see what is wrong paying for extra protection. It's like owning a very expensive car and paying for extra insurance in cas…
I pose this question to people when articles like this come up. If you were wealthy, would you do something like this? In this case, if you were wealthy, would you pay to have extra protection for your home by hiring private firefighters? Almost willing to bet their answer would always be yes.
I'd argue the outcome is because we don't directly see the effect of the poor who lose their home (and if we do see poor people "it was probably their own fault"). If you could observe the outcome directly (which would require one to dive into the specific subject), I'd wager you'd have either compassion, or you'd be among the exceptional 1% of psychopaths in the world.
By keeping it abstract and non-personal, we are able to cope with such tragedy.