The summer of 2014 Ice Bucket Challenges raised lots of money for ALS research, despite reports illustrating that billions more dollars are needed and that only 27% of incoming ALS-targeted gifts are actually spent on research.

Many prominent people took the pain and made donations. Critics claim many are doing it simply for platitudes on social media. Viewers were both pained and flummoxed that so many show business people don’t understand that vertical video is amateurish production.

The water splashing phenomenon actually grew out of a fundraising campaign by firefighters, including exponential growth among WHAS Crusade for Children participants.

Here are city of Louisville firefighters dousing me for a $100 Crusade “Cold Water Challenge” during May 2014. Brrrr. I’m still shivering.

And then there is this…