I've known about ALS for years and its nice to see increased awareness of it, but I highly doubt this meme will last beyond a few years. Take the example of Jade goody (link here http://en.wikipedia.org/wiki/Jade_Goody) She died of breast cancer and as far as I am aware there was a surge in awareness of breast cancer but since she died it gradually tailed off. 5 years later and most people have to think for a little while to even remember who she was and the whole issue.
