At this point, one should begin with the assumption that anything that generates a media frenzy is a stunt, as the kidney donation competition turns out to be [here's a link to the TV channel and the show]. Which is why it can be a mistake to devote serious discussion show time to such incidents. Maybe RTE's Primetime will do an update? Remember the Belgium breakup hoax last year? Something about the Low Countries sense of humour, perhaps.