You need multi county storms to have any effect on the supply and demand. Then you need to get in there right away to help those most in need. "Storm Recovery" has become a sub-industry with so many players that it is not as lucrative as it was pre-Katrina.
I've met a number of other companies that bought equipment with big loans (or lease) assuming that a storm would pay it off. Counting chickens prior to hatch, maybe.
I've met some who bought the equipment, then sold it after the show ended because the figured the large depreciation into the numbers and still came out ahead.