Mastication with my gum-improved memory?

Breaking news, today 11th December 2008, the Guardian publishes how Wrigleys chewing gum manufacturer are shedding out millions into research about the benifits of chewing their gum. Another study has shown that mastication of gum, which excercises the muscles of mastication, can cause an increase in heart rate and an increase in blood flow to the brain. Research has shown that mastication of gum improves the memory by pumping blood rich in oxygen to the forgetful regions of the brain. However more research is currently underway.