How far will people go to get noticed or "famous"

"In the future, everyone will get 15 minutes of fame" The question is what is fame, is fame always a good thing, do people try and become famous by doing dumb things. People everywhere are purposely doing weird obnoxious things to get there "15 minutes of fame" weather someone does something locally and have it appears on the news, having an crazy show stopping audition on American Idol, or making a dangerous eye catching YouTube clip, people everywhere are striving to become "famous" and are doing whatever it takes. I was reading the newspaper this morning and came across an article that caught my eye about a Chicago man arrested on weds Jan 18th for surfing in Lake Michigan off Oak Street Beach. What I want to know is who really would go surfing on Lake Michigan in the dead middle of the winter, my guess is he probably wanted his "15 minutes of fame" in Chicago. If fame is what he wanted he succeeded by having an article about him in the NBC Chicago newspaper and the Chicago Sun-Times. The question is how far will people go to get noticed or try to become "famous".