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I'm all for the funding of research about the ailment du jour, but this just seems like a wildly popular chain letter in video/social media form. I bet some marketers were watching those stupid "ice-cream coning" videos from McDonalds and thinking, we gotta get in on this! People love uploading videos of themselves doing wacky things! I wonder what organization will use this phenomenon next. Meme marketing? I don't even know if it has a name.