The Ice Bucket Challenge Isn’t Going Away

As long as there is an Internet, stupid stunts will occasionally go viral. Remember planking? Icing? They flare up, they go away, little harm is done.

The Ice Bucket Challenge, however, is different, because it’s not going away. The challenge started in July, at least in its present incarnation, but it wasn’t until Aug. 13 that the ALS Association put out its first press release about the phenomenon. The charity tallied $5.7 million in donations in the two weeks between July 29 (when my frien...