In the future, when we look back at the summer of 2014, three words might easily come to mind: Ice Bucket Challenge.
The viral sensation has been a tremendous fundraising success for ALS research, bringing in more than $100 million in just about a month's time.
On the other hand, there's been plenty of backlash too.
Critics say that dumping a bucket of water on one's head really does little to educate people about amyotrophic lateral sclerosis. In drought-stricken California, some find it a horrible waste of water. But, what about those who have been personally affected by the neurodegenerative disease?
Rolf Wallengren's brother Ernie died of the disease 11 years ago. He says, while a lot of the criticisms are valid, he wishes people would keep the larger picture in mind.
"It's going to such a good cause, and I wish that people would just stand back a little and just enjoy the ride," Wallengren says. "I think there are a lot of times when something becomes a sensation and everybody hops on board and it's kind of a cool thing to do. And then there's a change of tide, and then the cool thing is to criticize."