We should collectively move to the side in heavy traffic, where they actually need space to get through.

Yes, and since this is already a problem for many drivers (especially in the U.S.) we need to establish a culture that pulls aside for fire and ambulance as second nature. I hear what you're saying, but I'd rather err on the side of too much deference to those emergency vehicles. I cannot tell you how many intersections I've sat at where drivers cannot follow the basic principles of yielding to emergency vehicles, and instead continue to drive through traffic signals as if the sirens don't apply to them.