Swimmer plans record swim in freezing waters

I can't decide what I think about Lewis Gordon Pugh's plan to swim in record-cold waters at the North Pole this summer. He'll be doing it in the name of global warming (as little as 10 years ago it was ice, not water), the big day is July 15th, and this would be a seriously life-threatening endeavor for most people because no human has ever swam in waters this cold before. Ever. And although 37 year old Pugh has experience with cold-water swimming he has still been training for this extensively by increasing his weight and spending time swimming in a specially designed ice pool. Awesomeness or craziness? All I know is it doesn't sound fun!