dr. burkelso created the hangover research institute to gather scientific evidence to back his claims. >> we started collecting hangover scores as part of our quality control and it's to the point where i think it's necessary to publish some of that data. >> and they've expanded the business to attract the athletes and health conscious through their i.v. vitamin therapy line vita heaven. they can come before a big race or before going out the night and get an i.v. to help them stay hydrated and in the best condition. >> it's part of the expansion plan. hangover heaven works well in a tourist area but in a more professional place like say, new york boston vita heaven might be a better entity. >> for every evangelist who's had a pounding headache disappear, there's been someone on the other side calling foul. >> there are a lot of people saying was it a really a medical condition? these people are pretty miserable. they need to feel better. >> even though they stay playful with their marketing, d