Release The Tide Pods

Whos behind this "tide pod challenge" and why teens are dumb enough to try it? Its grown enough that Facebook and Youtube censor them.
Is it something US-specific?
Why Tide didn't stop producing them or at least change the appearance(to something ugly black/brown)?
Reference: https://en.wikipedia.org/wiki/Tide_Pod_challenge

>>15
They're both publically traded and thus beholden to their shareholders.