I think the key point here is that the cyclists have all consumed sugary sports drinks before. Their brain built up the association between taste and the future availability of energy. I know I feel the effects of morning coffee before my body has had the chance to actually be affected by the caffeine. (I haven't tried this with decaf.)
I have also noticed the effects of (mental) training mentioned in the article. Once you do something, it becomes easy.
A few weeks ago, I got a single-speed bike, and replaced my usual ride on a geared bike with that. Since there is no way to "be lazy" except to go really slow, I was pushed to work harder than I normally do. Going back to the geared bike, my average speed over my usual daily ride increased by like 2 miles an hour, and has stayed there. It's all in your head. (I don't really make an effort to train heavily, I ride my bike because it's a nice way to kill and an hour and not die at the age of 30 from a heart attack. I still seem to pass everyone else on the road, though.)