You'd think little pictograms would be quicker but whenever an interface focuses on using lots of little icons I find it a mental workout to find which one I'm looking for.
For example, many people dislike the new gmail layout, but the biggest ux stumble I have is clicking the attach pictogram instead of the the link one. I thought it was interesting that in the results in the article 21% of people reported the reverse, they associated attach with the link pictogram.
In RL companies use pictograms because you don't have to localize, but the internet is dynamic and the tooltips are already localized, why not just use words?