I'm retired from fire and rescue. I will never forget the words spoken during orientation on my first day: "The toughest decision you will face will be the one where you choose to not add to the death toll. Remember that there are only two ways to go a funeral: as a mourner or the mourned."
Training, equipment, a plan, a way out. If you don't have all four, you don't go in.
This is not a criticism of the would-be rescuers, but a warning to those present. If there is any blame, it should be placed at the feet of those so afraid of negative reaction that they don't make these points as part of any reporting on such tragedies. There is a duty to inform and educate that transcends how people react.