'They received exactly what they paid for'
Wrong! if Verizon had honored this, then the Firefighters would have received this: "'We have a practice to remove data speed restrictions when contacted in emergency situations'."
This is either policy or not. Plus, from the article side-link, the firefighters are dealing with this type of corp "Verizon was simply selling the data, failing to properly audit its use, and companies have been freely trading in user location data as a result.".
What's the odds the Firefighters were sold a plan by a high-pressure Verizon salesman that assured them the policy above would be honored: 'Oh, we'd never cross the Fire Dept. You're an emergency service and we serve the community too'!