It does sound awful not to have access to fire service to someone like me who is used to it,* but then again, have the company done anything wrong by offering the service? Starting no company at all and offering no service at all would have been acceptable, right? I mean, that's what most of us do. Then, is there really anything wrong with offering people a service, even at a high price, if you don't take away any alternative they already had (which in this case would be to let the house burn)?
* I haven't actually ever used the service, but I count on that they will come if I call. I count on the fire department coming more than I do the police, because if there's a fire, other people's stuff and lives are on the line. When it's just about me, I'm not as sure that I am considered worth the cost. For the record, I'm in Europe.