I did the Cold Water Challenge back earlier in the summer when it was primarily done by firefighters. It was structured a little different in that, you named the charity of your choice rather than everyone give to a specific charity, which I preferred. It brought attention, awareness, and donations to a variety of charities, so it was a win win. Good job ALS for capitalizing on a fad. I dont see this being any worse than the Susan Komen walks, at least a majority of the ALS money should be going directly towards finding a cure.