>> yeah! >> good boy. >> good job! >> reporter: and that's before they bring in the babies for realtime testing. this is called a fit and load test. >> hang on tight. >> reporter: fit to make sure they're comfortable. and then the load. >> tickle? >> reporter: those bubbles are synthetic urine. each diaper is tested for how much it can take before it leaks. which is why when dozens of mothers complained on facebook about pampers new dry max diapers, saying they gave their children extreme diaper rash and chemical burns, the folks at pampers were shocked. >> there's been no data being able to link the dry max product to any kind of skin irritation. dry max was tested on over 20,000 babies. >> reporter: the internet swirled with theories. that pampers competitors or environmentalists, who favor cloth diapers, were behind some of the accusations. and while that battle raged on, the diaper war intensified. huggies launching a little shock