The concept here is the same, in a way, as that at the heart of the current healthcare debate in the US, where (amongst other things) they are trying to introduce universal coverage by an obligation for everyone to buy insurance. Those against it complain about them having to subsidise poor people etc, while failing to understand that they already do for the simple reason that medical professionals are not (yet) unethical or immoral (coupled with govt regs) to refuse people emergency treatment because they cannot afford it.
The practical outcome being, that people with no insurance are still treated, and end up paying a fraction of the actual costs by virtue of either going bankrupt or coming to some form of compromise agreement. The remaining costs are then recouped from everyone else by both increased medical costs from the providers (to cover non-payers) which then translates to increased premiums (to cover the increased costs) - in other words those moaning that universal healthcare means subsidising others are already doing so, just less directly.
But as Fox alludes to, it is somewhat unfair to criticise the fireman for making this decision, for a start it's more than likely that they would have wanted to put out the fire but they'd be risking losing their jobs by defying orders from some middle-management bean-counter, and secondly it is a part, at least, of the US culture in certain states where people are almost paradoxically opposed to any form of state control or dependence, even when it's most likely those states would benefit the most from it.
Strange folk etc
*edit*
The point being, you basically draw a line as a society and decide what is a minimum service provision that is acceptable - clearly in some places Americans have decided that a fire service is not something which society should provide for all - now of course that screws the poor who can't afford it, but screwing the poor is also not something that American culture seems to shy away from.
The paradox comes when it seems that via Govt regs and any opinion poll it seems the vast majority of Americans support the notion that everyone should have access to healthcare, in theory at least - it's just they belm out when they realise that such measures are effectively 'socialism' in practice, whether by virtue of taxation or through insurance contributions to pay for treating the uninsured.