I haven't read the article (shock), so I'm not arguing with those who say this isn't interesting, but it reminded me of Douglas Hofstadter in GEB:
"I was talking one day with two systems programmers for the computer I was using. They mentioned that the operating system seemed to be able to handle up to about thirty-five users with great comfort, but at about thirty-five users or so, the response time all of a sudden shot up, getting so slow that you might as well log off and go home and wait until later. Jokingly I said, "Well, that's simple to fix -- just find the place in the operating system where the number '35' is stored, and change it to '60'!" Everyone laughed. The point is, of course, that there is no such place. Where, then, does the critical number -- 35 users -- come from? The answer is: It is a visible consequence of the overall system organization -- an "epiphenomenon".
Similarly, you might ask about a sprinter, "Where is the '9.3' stored, that makes him be able to run 100 yards in 9.3 seconds?" Obviously, it is not stored anywhere. His time is a result of how he is built, what his reaction time is, a million factors all interacting when he runs. The time is quite reproducible, but it is not stored in his body anywhere. It is spread around among all the cells of his body and only manifests itself in the act of the sprint itself.
Epiphenomena abound. In the game of "Go", there is the feature that "two eyes live". It is not built into the rules, but it is a consequence of the rules. In the human brain, there is gullibility. How gullible are you? Is your gullibility located in some "gullibility center" in your brain? Could a neurosurgeon reach in and perform some delicate operation to lower your gullibility, otherwise leaving you alone? If you believe this, you are pretty gullible, and should perhaps consider such an operation".