I used to work in an lab researching Alzheimer's, and funding is getting harder and harder to come by for everyone, my PI even got a grant from some grape grower's national organization to pursue a tie between amyloid beta and grape extract, just for the money, knowing full well that was a total stab in the dark. They worked quite a bit with fundraising organizations that they received funding from, and having something take off like the ice bucket challenge can get a lot of money focused in the right direction, if it's managed well.

What you're focused on is the social aspect of the awareness campaign, and your criticisms are valid, but, in the end, the researchers and health care advocates don't give a shit as long as they're getting funding. It is a waste of time as compared to the energy that could be going into the actual work, but gutting funding is what precipitates nonsense like this. Piss on the parade all you want, cause it is fun, but instead of just simply being contrarian, redirect peoples focus onto the fact that research needs equivocal funding across the board.