I went to a McDonalds once in Chicago and I was the only white person in there... and it was busy. The cooks, the cashiers, the customers; every single person in there besides me was black. And being from white bred SLC it was a major moment of awakening in my life. It was when I realized that racism isn't just bigotry, it's implicit denial of another race's experience. And by that I mean I had never previously or really given consideration to the experiential lives of black Americans, who like me in that McD's situation, are usually in the vast minority (at least where I live). At least I hadn't thought about it in any way that was beyond shallow and cliche. And it changed the way I think about people and race... and my own race. And I'm a better person for it. And I have no doubt that this study, which is more or less about sub-conscious racism, holds a lot of water. Especially pertaining to people who are similar to the person that I previously was.