Even I thought the idea of a reality show whereby a terminally ill woman got to choose who she would donate her kidney to - was going too far. In fact, it was all a hoax to highlight the fact that 200 people in the Netherlands die each year while waiting for a kidney. The average waiting time is more than 4 years.
Everyone filming the stunt was in on the hoax - but the three "contestants" are indeed all in need of kidneys. Does it matter? NO because no one really got hurt as such and the shortage of kidneys and donors was highlighted. But also YES because it erodes our belief systems about who we can and can't trust. We can trust our friends and family but how much do we trust the world outside of that cosy ring? It makes people more cynical and it's a stunt that can't be pulled too many times.
Maybe the real winner in publicity terms is Endemol.?