I forced myself, through the resistance, just to start.
I said I'd do it for an hour then I could stop. Note that this was beginning a new, big task. If I was in the middle of it I probably wouldn't have had such a huge urge to resist it.
Anyway, once I started it was cripplingly painful for about 5 minutes. Then I couldn't stop for the next few hours - I think because the thing I was working on was incrementally rewarding - every 5 minutes or so I could see the progress I was making.
Also, it helped a lot that I put on an interesting podcast that makes me feel great.
I suppose my point is that this guy is pretty correct, at least for me: it was pain I was avoiding, and just starting was the biggest hurdle.
I'm a bit ADD-ish, I think, so YMMV.