You may be vaguely aware of the Ice Bucket Challenge in which folks dump a bucket of ice over their heads in ice to raise awareness and funds to help find a cure for Lou Gehrig's disease. Now Notch, the creator of Minecraft has taken the challenge, promptly inviting Cliff Bleszinski, Bobby Kotick and Phil Spencer to do the same.
In case you weren't aware, the idea is to pour a bucket of water over your own head. Once you've done it you've earned the right to invite others, and so it spreads. It's been going like Wildfire amongst the tech community and it looks as though it's finally about to spread to people involved in games.
Notch is just the beginning I'm certain of it.
You can find out more about the Ice Bucket Challenge here.