I think he's found a great way to raise funds for charity by appealing to the sense of macabre that many have. So long as the patients being operated on remain anonymous (along with consenting to be filmed) and so long as the money goes to a cause and not into the doctor's pockets, I don't see anything unethical about it. These kinds of surgical films have been around for a long time in the US, and they are aired for profit, not for charity.
Unfortunately, the link you included returns "Page not Found".
I agree. This is not just the doctor's ego or selfishness or lack of concern. Though some find this distasteful, this doctor has found a way to benefit others with his skill, with the cooperation of those who have surgery. I'm thinking that those who are under the knife are glad to know their plight leads to something positive, and that's what counts.