<< They did what anyone else would do in their place. How can we call it altruistic when we know that they knew they would be glorified and turned into heros? Then they go and pose for calenders, do endorsements. These "altruistic acts of heroism" are a marketing label, they just did their jobs, and got caught up in the energy of the moment, a collective cause. >>
When they were running [/i]into[/i] the WTC, knowing that they would probably never return, I'm sure they weren't thinking about being Mr. August. Furthermore, their job requires great discipline and aptitude, so I think it highly unlikely for them to get "caught up in the energy of the moment."
<< For example someone could completely live in their ego, but feel good about life and like themselves, so they're likely to help others, which in turn affirms their ego. >>
Although some human behaviour can be explained through the ego, there is much that can't. I think it is more likely that survival of self, family, group, and race is the sole motivation for all human behaviour.