Certainly there's an irony, just as there's an irony that the east coast of American is being continually drowned, the west coast is burning, and parts of the middle are being dumped on by a snowstorm. Meanwhile, the fire prevention people do work on forest fires, too--especially the ones in California, which are usually started by stupid/horrible people. Further east "dry" lighting is often to be blamed.

By the way, they use this week because it's around the anniversary of the Great Chicago Fire. Most people have no idea that at the same time as that fire, a much bigger forest fire burned much of Michigan and Wisconsin and killed thousands of people.