The Humbug of the Ice Bucket Challenge

Okay. So the ice bucket challenge is making a huge buzz around and it has taken over the social media as a storm. More and more celebrity are being reported to taking up the challenge every passing hour. For those who do not know what this is, as the name suggest, it involves dumping a bucket full of ice-cold water on to yourself.
Here is how it works: a friend nominates you to take part in the challenge and you then have two options – you can go through with the stunt and dump a bucket of icy water onto yourself (within 24 hours of your nomination) or donate $100 to the ALS Association in the United States. ALS, also known as Amyotrophic Lateral Sclerosis, is a disease that largely affects the brain and spinal cord causing difficultly in moving muscles.
Today's Bangalore Times published an articles singing praises of Abishek Bachan and Sania Mirza taking up the challenge. I am not evil and neither do I hate people helping others. In fact, I am all game about spreading awareness about ALS. I never knew about the disease myself until the ice bucket challenge made me aware. But I somehow miss seeing the money the challenge is making. Youtube is now full of celebrities proudly posting their accomplishment of having soaked themselves with ice cold water.
You tell me. What is better? Posting a video or, picture of you boldly drenching yourself with ice cold water or, failing and donating the money to those in need. Also, what does this say about individuals who choose to dump cold water on themselves, rather than contribute to a genuine cause? Aren't these videos a dramatic cry out for fame?
This video says the exact thing I feel. Way to go Charlie Sheen.