Wow, as a small town podunk volunteer firefighter, that was embarrassing to watch, especially knowing that it was most likely a paid, professional dept. Even our newest members grasp the concept that you work with the water you have first and let the 2nd due set up your water supply. I didn't see a TON of manpower, but certainly enough to run two handlines and at LEAST get some protection on those exposures. A quick, decisive, interior attack could have saved most of that structure, IMO, as well. What really jumped into my head watching that video was some admin type trying to do more with less, cut down overtime, etc. First due engine trying to do more than they should, blitzfires set up, automatic defensive ops, etc.
Maybe I'm completely wrong but jeez, even my wife said "Wow, why are they dicking around with all that instead of spraying water?"