This is what you are not seeing, at least not as prevalently:
There is a stark difference between the photos and the fact that the first is being shared by many, but the second, not so much... The picture was taken during the filming of a series of Training DVDs from Fire Engineering called Tactical Perspective. This is a staged photo guys.
While I applaud the firefighters in the production of this series who have taken every avenue to add in realism to their series (which is awesome), I have nothing but utter disdain for the person that has taken the photo, chopped it up and added the "Reality/Motivation" text at the bottom. Once that was done, it went viral and I've seen it for 2 days. I cringe each time another person shares or e-mails it.
While I am all for the notion of making the public aware of the dangers we (potentially) face, I am totally against the notion of a fireman sharing this type of photo so that his gaggle of girlfriends will ohh and ahh over his proclaimed bravery. You know it's happening, and why. This is a cheap, bush league, look at me, attention getting, fallacy. Knock it off. If I'm the only one in the fire service who feels this way, so be it, I am not afraid to go against the grain. If I am not, let me know.