While there is always going to be grey zones there should be rules these companies fall under 'Duty to rescue'. So at least in the more obvious cases they can have a chopper sitting there idle because someone doesn't have the funds. This can be considered a cost of doing private business in the disaster recovery business and would remove some ethical dilemma.
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I'm some countries if you can be charged if you don't assist a victim. Especially medical practitioner who can lose their licence for failure to help.
https://en.wikipedia.org/wiki/Duty_to_rescue
While there is always going to be grey zones there should be rules these companies fall under 'Duty to rescue'. So at least in the more obvious cases they can have a chopper sitting there idle because someone doesn't have the funds. This can be considered a cost of doing private business in the disaster recovery business and would remove some ethical dilemma.