Robert,
I suspect you will find the bulk of the ping traffic your receiving is the same as mine. Probes from the Welchia worm.
You can get a peek at the incomming pings with "iptables -L icmpIn -v" and the responces with "iptables -L icmpOut -v". But if you want to whack ping all together check out:
http://forums.contribs.org/index.php?topic=8562.msg32055#msg32055 There are older threads that describe Nathan Fowlers instruction in detail but I can't seem to find them quickly.
In a nutshell:
Create a directory for the custom template fragment
mkdir -r /etc/e-smith/templates-custom/etc/rc.d/init.d/masq
Copy the template fragment
cp /etc/e-smith/templates/etc/rc.d/init.d/masq/40AllowICMPIn /etc/e-smith/templates-custom/etc/rc.d/init.d/masq/40AllowICMPIn
Edit the new custom template fragment, deleting the ping services you don't want active. They should be fairly obvious once you look at the file.
cd /etc/e-smith/templates-custom/etc/rc.d/init.d/masq
pico 40AllowICMPIn
Rebuild the masq template
/sbin/e-smith/expand-template /etc/rd.c/init.d/masq
Restart masq
/etc/rc.d/init.d/masq restart
Look at your iptables listings again after doing this to confirm that the pings are being dumped and not replied to.