Lately the media have latched onto anything drone related and put it in a bad light - and while I think the video is awesome (I'd love to do one myself!) - the media is yet again putting this in a bad light - driving the FAA further to action. I suspect too that if the pyro-technicians/firefighters below knew he was up there they would have stopped the show.
And when these "media controversies" come out its its always the DJI Phantom. When I first got into making model aircraft - the DJI kits were top notch - they didn't make pre-made aircraft like they do now. I think the process of building them from scratch, and working with the local model aircraft club taught you a certain amount of respect and safety for the devices themselves. Right now I can go down to a hobby shop - plunk down $1200 dollars and be flying within 30 minutes or less without any prior experience flying a model aircraft - quadcopters are deceptively simple to fly and lead inexperienced pilots to take risks others might not.
Lets face it though - the amount of views he's received has paid for this phantom setup - so the only risk was getting the video back off the gopro device.