Here in lies the dilemma.  I can understand owners not wanting to, or in many cases not being able to pay for a sprinkler system, but how to do put a price on something like this, and what are the alternatives?  If the reports are correct, none of the fatalities occurred in the unit where the fire started.  That means, all three died minding their own business thinking they were safe in their own homes.  At some point, a decision has to be made that is in the best interest of everyone involved.
On a side note, I have not heard anything regarding whether or not the building had/has a functioning fire alarm system.  While a fire alarm system will not  prevent or stop a fire, it should give residents ample time to egress the building.  I know that all transient accommodations here have to have both sprinkler and fire alarm systems, but I am not sure about residential units.