It's been called narcissism masked as charity.
But the "ice bucket challenge", which has torn its way in the amazing span of three week from a thing that college athletes and coaches were doing to a world-wide phenomenon, is nothing to cynically wag your finger at.
During the last few weeks, a multitude of Lehigh coaches, players, media members, and even athletic director Joe Sterrett have taken the icy bucket of water over their heads.
In doing so, they have done incredible good in raising awareness about an awful disease that really needs all the help it can get in regards to a cure.
I know this because I didn't just start giving to ALS causes in the last two weeks.
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