The fad of the Ice Bucket Challenge for ALS

http://www.vice.com/read/dumping-a-bucket-of-ice-on-your-head-does-not-make-you-a-philanthropist-813

When even Steve-O gets it and 90% of the participants don't, that is pretty scary.

http://www.craveonline.com/lifestyle/tech-and-gadgets-news/745885-steve-o-slams-celebrities-taking-part-ice-bucket-challenge

FYI on ALS: http://www.ninds.nih.gov/disorders/amyotrophiclateralsclerosis/detail_ALS.htm

Like most neuro-degenerative diseases, it is barely understood and no effective treatments or cures exist.