Both android and iOs smartphone have a built in system which, once set up, can send you location to emergency services with only a click or two. I feel that W3W is doing a dissservice to the public by using their very powerful PR team to promote using W3W for emergency services rather than this excellent built in services. Whenever I see an article in the press about W3W and emergency services I write to the journalist or news org and mention what I said above. i have NEVER received a response.
If you look at W3W website they provide press release "templates" that make it easy for news orgs to create a story about W3W and emergency services. Obviouly very effective, but morally questionable.