I don't know about this. The post compares items where the seller chooses to price at whole numbers versus where the seller chooses to subtract a penny. It seems to me like a more likely explanation is that less savvy sellers who produce lower quality products are more likely to price at whole numbers. A 100% jump in conversion based on a change of 1 penny seems kind of absurd to me.

If anyone has done controlled tests of this effect and seen comparable results, I'd love to hear about it.