I don't mean to crap on their good intentions, but, to the people reading the names, and to the people sitting there for hours listening to the names, why don't you go do something meaningful in those people's memories?
Seriously... if I had been the one to die, I'd be much happier knowing that in my memory (and the memory of my coworkers, firemen, etc.) people were going to go out and make a positive difference by volunteering to help the homeless or something.