JET LAG VS. SCIENCE LAG

Veteran travelers have known about the melatonin/light solution to jet lag for at least a decade (I myself prefer the hallucinatory qualities of jet lag, late into the night!). I can't understand why it took The Endocrine Society's Journal of Clinical Endocrinology and Metabolism so long to find out about it, though. "Both bright light and melatonin have successfully been used in laboratory and field settings to 'phase advance' (resetting the circadian clock earlier in time so that all the circadian rhythms of the body occur earlier) thereby helping people adapt to night shift work or to a new time zone following rapid transmeridian jet travel." But then travelers move at jet speed, while science prefers to plod.