I wonder if this campaign would have received it funding if it hadn't been done in the name of Seth C's brother. For example, what if Seth had started a campaign that said "I really enjoy giving waitresses $500 tips, it makes them happy and it makes me happy to know it makes them happy, please help me do this nation-wide". Would it have meant anything to other people? I think it actually might of, and the campaign might have been funded anyway.
The advantage of doing that of course, is that then it becomes clear that we're participating in performance art, and on a basic level the entire project no longer feels disingenuous. For instance, when you look at Seth C's profile on Indigogo it reads:
the enjoyment of going on a national tour, receiving attention from media organizations and from the internet, and recording yourself as you make a positive difference in someones day (things that I think anyone would rightly enjoy) is being hidden under this pretense of being all about Seth's brother. Even in this thread Seth suggests that the trip is not going to be very enjoyable for him, he's going to be laboring with the video-editing process the whole time and he's been to many of the locations already etc. etc. The ludicrous subtext is that this is a selfless endeavor for him, that he's dutifully fulfilling his brothers demands (which is an exaggeration of the case at best, a manipulation at worst), and that this is a noble or holy pilgrimage rather than a social experiment that Seth C happens to finds personally meaningful. The extent to which it aids in Seth's mourning process could have been acknowledged as back story without becoming so central as to become a disingenuous facade.
So I completely agree with you that it's a great idea for a "Pay It Forward" style performance piece, but that's not the way the money has been solicited. The truth is that having a strong emotional punch attached to your fundraising campaign can help bring in dollars, and consciously or unconsciously this was not lost on Seth. But it's also...what's the word?
tacky as hell.