Edit: Just so the response doesn't look odd, I had been writing this before Raijin replied, so... It's in reply to Mitchell. But I think it explains to Raijin what I mean.
Yup. It's a very complicated matter... But there are insurances out there that cover (however much they actually cover) search and rescue efforts, or other things involved with saving your life (such as transport, manpower, tools and supplies used). You could be caught in a flood, and you may have flood insurance for your house, but you may not have insurance that covers helicopter rescue. And even if you did, the owner or organization of the helicopter may not be associated/partnered with your insurance company or plan, which makes you liable for a higher charge by said organization or owner of the helicopter and your insurance covers less of a percentage as well. And the worst part is that insurance companies are aware of this. See, when time is an issue, and you want your life saved, you're not going to wave your aid away, so either you accept the help that arrives or risk death. Calling for help when time is on your side is a different matter, so you can call the right services if you're aware of them in your insurance plan. Otherwise, you just have to hope that whoever gets involved in helping you is a part of your insurance company's "network" of partners. It can get as specific as the kind of hospital you go to, the doctor you see, or any lab that tests for results outside of the hospital. Either one of those can be outside of your insurance plan and thus the price could be raised and/or the coverage of it less. That's how I understand it, anyway... I could be wrong, what with having a brain like mine.
Of course, in the end, these things cost money. Usually there's a tax-funded or donation-funded budget for search and rescue and the like, but insurance companies and other organizations (I'm sure) have sunk their teeth into it so, rather than all of the donated/tax-funded money going toward the services and salaries, some of it actually finds it way to someone or some organization for profit.