Glutton for punishment, or just plain glutton?

This morning I read about the Krispy Kreme Challenge. Contestants run 2 miles to the Krispy Kreme store, eat a dozen doughnuts, then run back. My question was; how did they get the idea for this race, one college students said to another: "bet you can't run to Krispy Kreme, eat a dozen doughnuts, then run back"? I googled the event and sure enough:

The Krispy Kreme Challenge started in December 2004 as a dare between a few NC State undergraduate students.

The good news is:

All proceeds from the Krispy Kreme Challenge are donated to the North Carolina Children's Hospital.

Gotta run...