Is icing over?

I got a tip on Twitter. I went to BrosIcingBros.com.

All that remains is this message: "We had a good run Bros..."

No more photos of dudes on one knee chugging Smirnoff Ice. No more videos of celebs getting iced, the ultimate insult. No more instructions for how to partake in this crazy drinking game that swept the country.

(If you somehow missed icings, here's a primer.)

How could this happen? Is it because the New York Times wrote a serious story about it? Did the guys who created the site land sweet viral marketing jobs and decide to quit?

And the ultimate question: Can this trend continue without the oversight of a big bro blog?