Safety aside, as student attitudes to drinking would have it, there is a more basic problem with the kind of drinking exhibited in Neknominate videos. All of those who take part are drinking simply for the sake of drinking, rather than because they want to enjoy a drink.
A commonly expressed solution to the problem of excessive drinking is to raise the price of alcohol. However, whilst we should acknowledge the continued efforts to address this issue, this somewhat misses the point.
In a free and liberal society, people will sometimes drink too much. The most obvious angle, rarely reported, is that some people also enjoy it.