Foxton described the challenge as "a middle-class wet T-shirt contest for armchair clicktivists", and the Evening Standard Magazine said that "it has become less about raising funds and all about showing off your star-pulling power". On August 28, 2014, it was reported that the ALS Association had filed an application to trademark the term "ice bucket challenge", but the application was retracted amid criticism a day later. Importance of the cause William MacAskill, vice-president of Giving What We Can, an organization that advocates for people to engage in more effective altruism, was critical of the Ice Bucket Challenge, citing two chief objections. First, he claimed that the Ice Bucket Challenge resulted in "funding cannibalism": "for every $1 we raise, 50¢ would have been donated anyway". Relatedly, MacAskill claimed that the challenge encouraged moral licensing, whereby people who engage in one act they consider good may feel more licensed to engage in bad behavior. MacAskill's piece was met with considerable critical push-back, and he published a follow-up a few days later suggesting an Ice Bucket Challenge for causes he considered more important and cost-effective to support. Citing research from GiveWell, MacAskill gave the example of donating to the Against Malaria Foundation to end malaria. MacAskill's pieces were cited in Forbes, Nonprofit Quarterly, and Boston Review. Julia Belluz at Vox.com wrote a piece with similar criticisms, linking to MacAskill's piece. Belluz noted that funding for diseases was often not proportional to the number of deaths caused by the diseases. She also noted that donating to developing world health causes could provide much greater healthcare value than donating for the treatment of rare diseases, an observation that is common in the effective altruism movement. In the BBC's More or Less podcast, economist Tim Harford discussed the Ice Bucket Challenge and how to select the best charities, referencing work by GiveWell. He himself participated in the Ice Bucket Challenge, donating to the Schistosomiasis Control Initiative. Ben Carter and Keith Moore wrote an article for the BBC News drawing on the arguments made in the podcast. Use of donated funds Retired professional wrestler Lance Storm declined the challenge despite being nominated twice, and posted a note on his official website stating that most of the money that is donated goes towards promotional and advertising of the ALS Association while the remaining amount (at most 25% of what is donated) "is going into the pockets of