I think this may be in response to at least one other study showing a similar effect when subjects were primed with religious concepts: http://pss.sagepub.com/content/18/9/803.abstract
How is this material any better than wearing a fiberglass t-shirt all day? Sounds pretty itchy - and unhealthy.
James Reinders, the article's author, is the Intel marketing director for the company's Developer Products Division. The Developer Products Division is responsible for the Thread Building blocks (TBB) API, which is mentioned in the article as a solution to the "problem" presented. To his credit, Mr. Reinders does also mention OpenMP.