Simcha, why would you have less hakaras hatov, or make any less a mi sheberach, for someone who constantly risks his life for others running into a “non-living” mortal dangerous fire consuming everything it encounters than someone risking his life versus a “living” being posing a mortal danger to others?
Just as they made up a newfangled blessing for the soldiers they should similarly start a tradition to make a weekly mi sheberach for firefighters.
The lack thereof is quite telling of their motivations. The mi sheberach was designed as a politically motivated demonstration of support for Zionism that goes against mesorah and tradition regarding instituting new “traditions”.