The title is funny but misleading. I read the article because of my initial confusion, and don't regret it, but please make it more descriptive.
I'm the author - thanks for the feedback. I think you're right that a more-topical title could help. Edit: done.
Mark Eichenlaub posted a great little case-study about the difficulty of updating beliefs, even over trivial matters like the slope of a baseball field. The basic story of Bayes-updating assumes the likelihood of evidence in different states is obvious, but feedback between observations and judgments about likelihood quickly complicate the situation:
Edit: Title changed from "An Empirical Evaluation into Runner's High," the original title of the article, to match the author's new title.