That's the most surprising yet in hindsight obvious thing about the article to me. I had thought of the other hypothesis - that automatic cognitive operations are just better at doing things than conscious control - because I felt it (e.g., talking to girls. This may be one of the hardest things about PUA, and it's related to getting into the optimal "state" as PUA's call it). But cognitive resources are limited? First, duh! Why didn't I think of that on my own? Second, it helps explain other types of choking that the first hypothesis seems less plausible for. I'm thinking about reading the book over christmas break.