As quick as I am to call out Endemol when they foul things up, I also have to give props when they're due. By carrying this prank out, the company that gave us over-produced, drawn-out game shows that give away far too much money has brought an issue to worldwide attention that really needs it. Some countries execute prisoners when an organ shortage comes up. In the United States, where capitalism is supposed to run free, we can't sell our own organs. (Not like my kidneys would get more than $49.95 each, but at least we should have the option) 70,000 people in the US are waiting for a kidney. How many people would sell one of their own if given the opportunity?
Would this kind of attention have come up with a half-hour PSA? I doubt it. But "Game show winner receives kidney" got radio play on two diametrically opposed stations here in Seattle, as well as TV news coverage. I think the fooling was well worth it, though Endemol would lose all goodwill built up by pulling a Nelson Muntz on everyone.
So, to sum up, good on 'em, but they still owe us for Show Me the Money.