I wonder what the implication would be for spin-offs that use similar, but not identical, wording - like the "Rice bucket challenge" that has taken off in India?
I guess that's what they're after, but frankly - good luck enforcing it. It's the sort of thing that makes we want to set up hundreds of "Nice Bucket" "Ice Lick It" "Mice Bucket" rivals just to annoy them.
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