My two cents. . .
My take on this as a communications professional / county system administrator / COM-L (and ham for 35 years)...
This could perhaps be a valuable service at the state EOC level rather than the county or local level, assuming that the state EOC doesn't already have access to SHARES or other Federal level ALE-type services (some do, some don't depending on how forward-looking they are). The monthly or yearly cost alone for the Rockwell service that may never be needed makes it such that I couldn't recommend that local or county users budget for it, since there are other options available at little or no monthly cost that would be easier for an untrained (or lightly trained) operator to use.
As far as ham radio goes, normal Part 97 rules regarding identifying can be waived during a major emergency if necessary. It's been done before and isn't that hard to make happen; in an emergency the FCC can act with uncharacteristic rapidity.
And while normal net control procedures might seem silly and inflexible to some, they're actually what's practiced for and expected during a major operation; a net can be as formal or informal as needed in a given situation, but there's still a net control and designated operators with callsigns, whether it's last names, numbers or tactical call signs. Even tactical fireground communications are really just a loosely organized net.
Ham radio serves a very valuable purpose, especially from the standpoint of a pool of trained operators, and they don't have to use ham radio frequencies, either. Around here at least the hams train regularly and are well aware of proper operating procedure; I could hand the hams around here some of our 800 MHz radios, tell them what talkgroup(s) to operate on and callsigns to use, and they could do it. They could do the same thing with HF ALE go-kits on federal frequencies if I need to set up HF stations at different locations.
I'd much rather use hams as HF operators in any case as they're most likely going to have a better grasp of operating under a variety of HF peculiarities, using a commercially-based service or not. No matter what, HF just isn't generally a "flip the switch and go" type of service like VHF, UHF or 800 MHz.