The numbers just keep growing as the Ice Bucket Challenge goes global and raises millions for Motor Neurone Disease. It has also become a demonstration of the power of social media at making money.
In the USA it has raised nearly 61 million euros, and in the UK more than 2.5 million, and the craze shows no signs of slowing down.
Some have carped it is a waste of water, while Palestinians have launched their own “rubble bucket” challenge to highlight the plight of Gaza.
It has also proved a windfall for retailers, with ice cube sales in the UK up 20%. Some stores are making big donations of their own.