This is sad and a bit disturbing because it suggests that average people seem to dislike thinking. I'm quite the opposite, and 15 minutes of pure thinking for me would pass by quite easily - I feel like I can't get enough time to think more carefully about all the ideas that I have for the things I do, or want to. Then again, I'm introverted and definitely not representative of the average population.
(Of course, I'm assuming here that their test subjects weren't secretly masochists who enjoyed shocking themselves, and ignoring some of the other biases that might be present - e.g. if their participants were self-selected, most of them might be those who are bored with nothing else to do.)