See also 'badass' for special forces and 'brainy' for scientists. It's not wrong to describe them that way even if it's all in a day's work.
Those two things are not mutually exclusive. Saying "we make aggressive interior attacks and perform primary search" is fine, but you don't do that when you see signs of imminent structural collapse on arrival. All firefighters take risk, but it's a calculated risk. Now granted, the line is somewhat subjective and different departments do have different policies but still... I don't know of any department that preaches the idea that you display no judgment at all, and wantonly waste your life.
If you're in a town of 3,000 people, there are a very limited number of potential firemen you can have. If they die rescuing someone, dozens of others die because there is no one else to rescue them.
Around harvest time it was expected that the neighbors would have their tractors standing by hooked up with discs to till the crops and build fire lines.
Dedicated fire fighters aren't the only people who can put out fires.
Example:
- Jump on train tracks (when it's not your job) to save a complete stranger even though it might leave your own family without you: HERO!
- Fireman runs into burning building to save people? HERO! (Even though that is the job description).