In summer, social media were flooded with videos showing your friends (and celebrities of all levels of prominence) pouring buckets of icy water over their heads. While some people enjoyed watching this (and even participated in the Ice Bucket Challenge), many were unnerved by this charity campaign which was hardly distinguishable from an ordinary spam attack, were it not for the fact that now your friends and acquaintances were spamming you. A third group however, showed the most interesting reaction: they became moral about it.
For those who do not kno...