Even in today's viral culture, this "Ice Bucket Challenge" to raise money for ALS research has taken many by surprise. Instead of quickly blowing over like so many digital fads, this one continues to yield more famous (and not-so-famous) people getting doused on Facebook and YouTube every day. Apparently now everybody has to do it (see above).
The phenomenon -- which is actually more than a month old but has hit critical mass within the last week -- has been largely propelled by athletes, entertainers and members of the media. Therefore, cynics might suggest the challenge is just a way for narcissistic attention-seekers to get some cheap publicity without doing much more than whip out their checkbooks (if that). But ALS has felled a lot more people than just the ballplayer from whom it takes its better-known nickname of Lou Gehrig's Disease -- such as the musicians Charles Mingus and Leadbelly, and perhaps someone close to you or your family.
So it's all in good fun and for a most worthy cause, but let's be real: the challenge has caught on mostly because watching someone get a freezing bucket of water dumped over his or her head will never lose its appeal. Right here, as a matter of fact, we can think of a number of people in the Houston music community we'd love to see get drenched...and wouldn't you know it, here they are. Just doing our part.