Metadata and the Stroop Effect

The Stroop effect is a clinical test that measures differences in reaction time when you are shown information that confirms or contradicts your own views, conscious or nonconscious.  It has been used in neuromarketing studies in retail.  I am skeptical about its direct usefullness.  Here the suggestion is made that the conflict between  data itself and associated metadata can have similar effects.  The thought is interesting, but I have doubts that a mere timing difference is significant.