Quite interesting perspective LR.
In the "old days" if you got heartburn through eating too much curry, and drinking too much Stella, you had several choices.
1) Take a crap medicine ("raft" ) that didn't work.
2) Undergo horrendous surgery, which, at the very least, tended not to work, or at the worse, killed you.
3) Stop eating curry and drinking Stella.
Now with the advent of PPI's, it allows us to continue (3)
A "lifestyle" drug perhaps ??
Of course I'm being a bit simplistic here.
For the information of my over seas friend's, "Stella" is the drink of choice for "lager louts" such as myself.