Bumvertising - Using The Homeless as Billboards

I am still not sure if this is disgusting or charitable.  I first heard about the concept when a NYC pizza parlour gave homeless people coats that had the pizza company’s logo embroidered on the back.  That made sense.  But how far will it go?  PokerFaceBook.com has been using the concept throughout L.A.

“Benjamin Rogovy, president and chief economist of Front Door Enterprises, developed this system after realizing the enormous potential in wasted homeless labor. Bums use a business model that takes advantage of high volume traffic, with the expectation that, on average, a certain number of people will donate to them in the form of cash, clothing, or food. Some people, by principle, will never give a homeless man money. Some will give food to them whenever they can. But what is the use of holding up a bum sign to 99% of car traffic that will only read but never donate to these vagrants? With such great exposure, Mr. Rogovy imagined that there had to be some value that was not being utilized.” - Bumvertising.com