I could have told them this in about one second for free. Hell.... all they had to do was watch that HeadBlade video that was posted last week to figure this out!
They spent money to figure this out?
They spent money to figure this out? 
I would have volunteered to be a part of this study....
On further reflection, I don't think this is a waste of money at all, provided they do another study to validate the findings and that there be a control group, supplied by SBG, just to make sure the testing conditions are appropriate. Any objections guys?