Not long after a tragedy surely destined to inspire tasteless limericks (here ... pick your own media outlet) https://duckduckgo.com/?q=ice-bucket-challenge-cofounder-corey-griffin-drown... the Amyotrophic Lateral Sclerosis Association applied for a trademark on the term "Ice Bucket Challenge" despite it's earlier use by other charities. Maybe they doubted they could patent the "process" due to such prior art as the sauna. They've now characterised their reasons in a way which reminds me of the Free Software Foundation arguments for the greater restrictions of GNU Public Licences compared to other licences such as MIT. I have mixed feelings about the GPL but this trademark application just offends and annoys me. Maybe more businesses (including non-profits), when their lawyers suggest they can (& therefore should?) do something like this, ought to "Just Say No". (I was going to follow THAT phrase with "TM Nancy Raygun" but I think making false claims of trademark is illegal. Unlike applying for one you aren't entitled to;- Microsoft's trademarks on "Windows" & other generic terms being other examples IMNSHO).