Why the Jetpack over helicopters for SAR missions?

1. cost
2. rapid reaction ability
3. reach confined spaces like the financial times article

As this article mentions the primary target market is for emergency services which I agree and secondary is the rich and famous. Like the Christchurch quake incident, the jetpack can get to help those who need help in quake wreckage quicker with rapid reaction ability than a helicopter, secondly a unit is cheaper than the price tag of this small helicopter (EC120 costs $795,000 USD per unit in 1999 prices or $2m per unit in 2013 prices):
https://en.wikipedia.org/wiki/Eurocopter_EC120_Colibri

http://www.ft.com/cms/s/0/14e01bbe-18c2-11e6-b8d5-4c1fcdbe169f.html#axzz49ABbsZsL

For those who wonder what SAR means? Search and Rescue.