The smoke seems to be billowing alternately black and white as fresh areas ignite. The building's so hot and probably by now unstable that no-one can go in, so all they can do is spray water in and hope it eventually gets to the right area. They don't have a mobile ladder they could use to focus the water more, but they did knock holes in it at various locations with a backhoe.
Anyone know if the local fire service has breathing apparatus to go into smoke?
Fire seems confined to the upper floor, though obviously the ground floor and contents will be destroyed, by the water if nothing else. The building now has some pretty massive cracks, and the concrete is probably delaminating from the rebars. Quite dangerous to go near, and especially for the firefighters. No question that it will have to be demolished.
Yes, where were you Reaper when San Pedro needed you?!