Assuming something must have been studied because it became more pervasive recently is a dangerous assumption. Especially with things that seem obvious. Like c

Assuming something must have been studied because it became more pervasive recently is a dangerous assumption. Especially with things that seem obvious. Like cooling an injury with ice for instance, which seem like a good idea (or feels better anyway). Also people have tried to keep stuff cold for ages, I'm pretty sure the folk remedy of using a slab of cold meat to cool an injury has been around longer than just the period in time that people had free access to ice.