It looks like they were trying to see if people place differing amounts of value on different human lives, but in the process of doing so, they made ridiculously strange value judgments. "Athlete"? "Executive"? "Large"? Why should any of those matter? We're talking about human lives.
They do have a little disclaimer on the results screen about the sample size though.
This thing irritated me so bad that I couldn't bring myself to answer a single question. I can't stand the idea that my this study is actually happening. If the results are published and receive non-critical media attention, I'm gonna be irate.
Also, I don't think they're implying anything nefarious about the resulting biases shown in the final results. For sure a lot of it has to do with the small sample size of the questions. I didn't run the tests twice, but I imagine there is some randomness involved in the way they are generated.
If there are any heuristics at play, the results will indeed show them (in my case there were enough tests to recover the fact that I preferred saving passengers, preferred non-intervention, and preferred saving humans over pets). But it will also come up with some gibberish/noise due to the small sample size.
Or they could design questions designed to more definitively separate different hypotheses in fewer questions.