In a way, it's genius. It chomps down on the Merkin fetish for celebrity and offers a little piece of it to deluded young fetus fetishists in exchange for giving up something 'rilly rilly rilly important'.
Like: Coca-Cola, Pepsi, M&M's, Reese's Peanut Butter Cups, sleeping in, IPods, french fries, and coffee.
Let's get this straight. For your one minute of fame, you have to give up only one thing. So, presumably, the Coke abstainers can hit the Pepsi as hard as they want. And the M&M-deprived can switch with the peanut-butter-cup refuseniks.
I think this young woman should trade with the guy giving up coffee. She could use a little, um, pep.
*I looked up 'hero initiative' to see if it's a thing. It is.
The Hero Initiative, formerly known as A Commitment to Our Roots, or ACTOR, is the first federally recognized not-for-profit organization dedicated to helping comic book creators, writers and artists in need.
Didn't really think or google that through, did they?
ADDED: This suggestion on Twitter from CC: 'I will hold my head under water'.