Tests comparing chocolate milk to other "recovery" drinks have been done for years, way before the Dairy Council was ever involved.
Here's a CBS news report from 2006 with info concerning chocolate mike vs branded drinks:
http://www.cbsnews.com/stories/2006/...n1342839.shtml
The Dairy Council became involved only after the other studies continued to show a benefit and garner media play. Smart marketing on the Dairy Council's part.
Numerous sport-med journals as well as cycling publications have talked of the benefits of post ride chocolate milk for years.
The cost/benefit ratio of chocolate milk compared to "branded" recovery drinks is off the charts in favor of chocolate milk.
KRhea