People who risk needing to be rescued because they want a thrilling experience in the wild should help with the expenses.
However, in case of natural disaster--unexpected flooding, for instance, but not a bear encounter out in the wild--people should be able to freely use the emergency services that we pay for with our taxes.
If clear rules have obviously been broken, the person should have to pay for all of the rescue.
As well, people who risk outdoor experiences in areas that are prone to unexpected bad weather should be prepared to wait on a rescue if the situation would endanger the rescue personnel. Such people need to understand from the get-go that a wait on their rescue might be necessary. Too much time and training goes into the life of rescue personnel--they are not disposable because other people act foolishly.