ELLA QUITTNER from Time: Bros of the world, unite! The recent "icing" craze, a drinking game centered on the barely drinkable malt beverage Smirnoff Ice, might seem like the Holy Grail of Internet marketing. After all, the trend did jump from frat houses to websites and blogs, where it went viral — infecting hordes of frat boys and frat-boy wannabes, a.k.a. "bros," causing them to run out and buy the drink. Even the bro-ish czar of social media, Mark Zuckerberg, was recently videotaped icing a co-worker.