Matthew 6:2

Therefore when you do merciful deeds, don’t sound a trumpet before yourself, as the hypocrites do in the synagogues and in the streets, that they may get glory from men. Most certainly I tell you, they have received their reward.

I'm not even religious, but the people calling this exploitation aren't just being grouchy. You can appreciate the outcome while also being uncomfortable with the way it's done. This is for-profit charity on a micro level, a business model that preys on the people that think "Hey at least they're doing something charitable".

This may inspire a bunch of people to go out and donate coats (If you or a loved one was inspired by this gif please consider working with https://www.onewarmcoat.org/), but it may also inspire someone to create a Youtube channel for videos like this because they can make money off of it, which IMO very much detracts from the act itself.