Was the content of the initial posting under this title edited after its initial publication without disclosing the changes? I recall being disturbed at my first read that there was a fairly straightforward "Don't do the ALS Ice Bucket Challenge" focus and tone that now seems to be removed.

The more interesting question no one seems to be asking is "How is it that Lutherans can't come up with something viral that has the same impact for the Gospel or Christian ministries?"