It's an interesting article but I feel like the study draws the completely wrong conclusion. I would draw the conclusion that humans when offered an experiment they have control of that offers a new or interesting experience will participate even if it causes them pain. If I participated in the experiment I would definitely shock myself since I've rarely been shocked in the situation, then I might spend the rest of the time analyzing my behavior and trying to see the influence of evolutionary drives as a motivator and enjoy that even more. It's basically the same thing as putting ANY button in a room with the warning "Do not press this button".