The source shows he's also timing the pick, which I think is probably the more important dependent variable here. Doesn't matter what number you chose - it's how long it took you to find it, click it, and hit submit.
Indeed. The goal there is to see if people think about the choice, then second guess it before actually submitting.
Edit: Quickly skimming through the database, it also reveals "tab" loaders who open up a bunch of tabs and let them sit. (It couldn't possibly have taken someone 300s to make a decision!) Not the goal, and it does skew the data, but still interesting.
I hope he gathers data from different social groups. Would be interesting to prove that techie-types have a numerical bias different from marketing types.