In the final installment of his hyponatremia series, Prof. Tim Noakes describes how three industry-funded studies inadvertently produced data that would prove inconvenient for Gatorade and the Gatorade Sports Science Institute. Together, the studies showed that sodium balance has no impact on the extent to which blood sodium concentration falls during exercise and that abnormalities in the regulation of body water content explain the development of EAH and EAHE. In short, they demonstrated how sports drink marketing had contributed to the EAHE epidemic in the U.S. after 1981. Noakes explains how the studies’ authors generated conclusions that would be more palatable for the industry. He also describes how various scientific journals responded when he began pointing out the studies’ errors.