Sometimes I see failures of HN to collaboratively discover this kind of interesting topics. I've posted the paper much earlier than the media coverage (more than 100 days ago): http://news.ycombinator.com/item?id=810986 and there is no vote up.
Nonetheless, that's a cool paper and it's a shame it didn't make the front page first time round :-)
http://news.ycombinator.com/item?id=1067111
A snazzy title apparently makes all the difference.
'You don't sell the steak, you sell the sizzle'