"hey let me pour cold water on my head and donate less money to make Internet people laugh so I can show my support to people suffering muscle spas instead of not doing it and donate more"
that's basically what this challenge is
Thing is that if people did that from the beginning barely anyone would be donating.
The same thing will happen after this fad passes on, but at least the ALS Association will get a huge boost in donations this year and hopefully get more research done.