To anyone who has mistakenly "donated" to someone through this service, here's a link to the FTC complaint assistant for reporting fraud, namely "Pretending to be a representative or employee of a business". You don't have to be a lawyer to let the FTC decide whether this is misleading marketing or not.
I honestly like the BAT idea. This is not the way to implement it, and based on the responses from Eich on twitter, and the representative in this thread, it seems like they aren't going to willingly change their scheme.