Hey, one of my Scouts did this - rescued a family from a burning car. Because he had the wit to do it, while others stood on the sidelines. Probably because he'd been actually trained in taking quick action, in leading by example. He was 16.
So I can see that folks may be paralyzed by indecision, even by the intensity of their feelings. Ok, 'normal' people want to help but probably don't because of a lifetime of holding back.
Burning to death is such a horrible way to go, what empathetic person could resist trying to help?