There is an article in today's New York Times which discusses the supposed "runner's high" and that it's now being scientifically confirmed:

THE runner's high: Every athlete has heard of it, most seem to believe in it and many say they have experienced it. But for years scientists have reserved judgment because no rigorous test confirmed its existence.

Yes, some people reported that they felt so good when they exercised that it was as if they had taken mood-altering drugs. But was that feeling real or just a delusion? And even if it was real, what was the feeling supposed to be, and what caused it?
...
The runner's-high hypothesis proposed that there were real biochemical effects of exercise on the brain. Chemicals were released that could change an athlete's mood, and those chemicals were endorphins, the brain's naturally occurring opiates. Running was not the only way to get the feeling; it could also occur with most intense or endurance exercise.
...
But now medical technology has caught up with exercise lore. Researchers in Germany, using advances in neuroscience, report in the current issue of the journal Cerebral Cortex that the folk belief is true: Running does elicit a flood of endorphins in the brain. The endorphins are associated with mood changes, and the more endorphins a runner's body pumps out, the greater the effect.

An artificial means to change your body chemistry and make you feel bliss?  We can't have that!  I expect to see SWAT teams breaking into people's homes looking for evidence of running shoes and Hammer Gel within the coming weeks.  If we're not careful and stamp this out immediately, running could turn into the next heroine!