re: Who comes up with these lame challenges?

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No....it is not

This is a fad

Donation levels in 6 months will prove as much

Creating fad to raise money for a good cause was the true genius of all of this

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I never said it wasn't a fad. But it is still raising a ton of awareness. SOme of these new people are going to stick around, donate regularly, etc. You can't really argue that unless you're just trying to be the cool kid that is above it all. ANd you know what motivates you to be that way?.... attention.