The Verge:

Apple’s CEO Tim Cook is the latest notable person to undertake the Ice Bucket Challenge, and doused himself with icy water in the name of charity at a company event earlier today. The challenge was created to raise money for amyotrophic lateral sclerosis, better known as Lou Gehrig’s Disease. So far, numerous celebrities and tech personalities have undertaken the challenge, including Apple’s marketing chief Phil Schiller, who posted a shots of himself getting doused on a beach today.

“Under the rules you also get to call out others who have to do the challenge themselves, or face social shame.” Really? Do you really think these kinds of powerful people can be peer pressured into doing things?