Interesting stuff but it hurts so much that the writer has the common misconception of pavlov's dog doing a circus trick. Sure the dog also consciously understands the connection between bell and food. But the physiological reaction of the saliva flowing is not a conscious decision of the dog. Circus tricks with animals existed long before Pavlov. The key discovery is that there is a physiological reaction which cannot be suppressed anymore consciously. That's why PTSD is such a bitch to be treated: even with the stimulus gone, the physiological reaction remains.
That said, the article is still worth a read.