Your definition of "proceeds" may be different than mine, but I think it would be more than "profit." And I assume Apple is not involved in the 'deal,' they're surely keeping their 30%.
I didn't even see a webcam on the page, then I realized you are speaking of the Webcam app. I can only assume that the app had been developed before the earthquake, I think many large cities around the world have them. So, I don't think it was some kind of 'voyeuristic' app offering.
At any rate, the link, if it is to an app, is not correct. At least, when I click it, I get something about iFarmer.
iTunes shows several "Multi-cam" apps, even for my area. There's one for Aukland and Christchurch. Not sure it's even worth $0.99, however! It has 2 five-star, 1 four-star, 2 two-star and 11 zero-star votes!
Didn't check other "Multi-cam" choices but the low scores may result from fairly high bandwidth needs of the image refreshing.