You've seen the videos in your social feeds every day for a month. The Ice Bucket Challenge has raised millions for the ALS Association and is quite possibly the most successful viral charity drive of all time.
Your friends have done it, your family has done it, celebrities have done it, maybe you've even done it. And of course, brands have been doing it. It's easy to be cynical about the latter. After all, anything that becomes this popular in our culture is destined for rampant trolling.