Of course whenever something that's genuinely important comes to attention, the cool kids go "OH THIS IS JUST SHIT THE GUY'S A SCUMBAG BLAH BLAH BLAH I'M A FUCKING MORON". Seriously, if you feel like this guy is a load of crap, get into the issue another way.
And here's my thing on charity. I remember when the Haiti earthquake struck people refused to donate because "It just went to the money hungry Red Cross and blah blah blah I'm a fucking moron etc etc". I think what matters is that some of your money goes to the cause. Maybe not all of it, but if you really thing 80% of your donation is going towards charity fat cats then you're just retarded. They're not for profit. Maybe not all your money goes towards the issue at hand, but it goes towards their cause. They need money for operating costs and stuff like that.
So yeah, "devil's advocate" doesn't work when the issue is innocent children.
You really should read the White Man's Burden, I feel like you'd love it.
The worst stuff is the invisible children campaign people are going to make a killing and give less then 20cents in the dollar to help these kids and keep the rest of the cash to make more films.
You do realize the films are meant to promote awareness, right? If you have a shitty film, people will find your cause laughable. How many people cared about global warming before An Inconvenient Truth? How many people cared after it? Yeah, maybe Al Gore made a pretty penny from it, but look how popular being "eco-friendly" became. Even if this movement is a crock of shit, it raises awareness and makes people care. That's what matters, isn't it?