Thanks to its simplicity, its shock factor and the sincere cause behind it, the ALS ice bucket challenge has been a viral sensation for the last fortnight.
Along the way it's been celebrated as a cause for good, vilified as nothing more than a celebrity wet T-shirt contest and then celebrated again for its money-raising and awareness-raising success.
The ice bucket challenge reportedly started out on the US golf tour as a way for pros to donate some of their winnings to charity. Since then it's been a case of peaks and troughs, high points and low points.
The link between ice buckets and ALS, also known as motor neurone disease, is said to have begun when golfer Chris Kennedy challenged his cousin Jeanette Senerchia, whose husband has ALS. She nominated three people, and so it began.
Facebook founder Mark Zuckerberg took on the challenge, one of the first mega-celebrities to get involved and catapult the trend to the world's attention.
Justin Bieber - singer, popstar, person on social media - poured a saucepan of lukewarm water over himself:
Bill Gates, not really a man with a lot of time on his hands, restored some decorum.
A video emerges of Cristiano Ronaldo getting dunked with ice water while wearing a pair of purple Y-fronts, seemingly filmed through a potato.
Jose Mourinho inexplicably nominates Bryan Adams and James McAvoy before going a bit Brian Badonde at the end.
Nominated by Nike CEO Mark Parker, Nike athletes Tiger Woods and Rory McIlroy, who just happen to be wearing Nike T-shirts, go a bit light on what the ALS ice bucket challenge is actually about.
Very low point
Although their challenge did result in the nomination of George W Bush, who is notably heavier on detail about ALS. As many people pointed out, there is something uncomfortable about the president who ultimately oversaw the use of waterboarding at Guantanamo Bay having a bucket of water thrown over his head.
Low point (and yet very high)
The Ajax football team hitting a pitch only certain species of Madagascan bat can hear.
Things are just getting a bit out of hand now.
Very high point
ALS sufferer Anthony Carbajal provided a timely reminder that, while watching Z-list celebrity after Z-list celebrity douse themselves in ice water is annoying, the root cause of the ice bucket challenge is actually rather important after all: