Paul, I share your unease about this - it doesn't tempt me into any Wilson-esque hysteria but it does seem a bit worrying.
I have a lot of respect for Dave not just as a climber but as someone who clearly and openly speaks his mind about the climbing scene and climbing philosophy. I find his commentary on cutting edge routes, grades, and the scene to be a refreshing change, and generally find his publicity machine fits harmoniously with that.
But I do wonder if it's going a little far in this case - not really in terms of the publicity, I think it's great to have the possibility of a hard first ascent being filmed for national (or at least Scottish) TV, and have no problem with Dave's climbing being promoted in that way. I guess I feel a bit uneasy about the "cutting edge fatal danger" side, the possibility of something going wrong (although it's much more likely the weather fucks it all off) and the possible effect on Dave's climbing - there could be a lot of pressure there to do it for that one TV event which doesn't quite sit with Dave's often-espoused purer motivations.