Chris - no. If the building is unsaveable, and it is too great a risk to enter, then the water being poured through the roof is only really for show. The fire will normally go out because it has burnt the majority of the fuel, before the aerial attack becomes in any way effective.
Ian - if there was a persons reported then we would commit for rescue, but I would do absolutley everything in my powers to keep guidelines where they should be kept - in a bag on an appliance (I do think that they should be removed altogether).
Ventilation can be done by removing roof/wall panels, or even with those few windows.
No, I do not believe that we should use aerials only for show, but as I state above..........also the public expect to see water being applied in such circumstances, we know that it is (generally) useless at the early stages of a fuly involved warehouse, but we do it because we need to show we are doing something. Be honest. Aerails are really best at high level resuces and water tower use when the fire is of a size that an attack will make some difference. Defensive firefighting actions will not (again - generally) be intended to put the fire out, they may be to stop spread, here the boundary cooling from the aerial may be its main point - but the public will still expect to see water going into the burning building. Are you advocating that we stop this practice? I would agree, but the customers don't understand and will be up in arms.