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For my invited talk at ICML in 1998, I tracked the beer and diapers example further. Check out slide 21 in http://robotics.stanford.edu/~ronnyk/chasm.pdf

Basically, I found the person in Blischok's group who ran the queries. K. Heath ran self joins in SQL (1990), trying to find two itemsets that have baby items, which are particularly profitable. She found this beer and diapers pattern in their data of 50 stores over a day period.

When I talked to her, she mentioned that she didn't think the pattern was significant, but it was interesting.

-- Ronny