One way to think of it — I didn't read the article in depth so this is just an example — is in terms of overall individual differences in speed and activity level. Then, you could have slower persons having increased activity relative to faster persons, but it still be true that when a slower person had an even slower signal reaction, their activity went down, and when a faster person had a slower signal reaction, their activity went down as well.

It's a classic psychological phenomenon, where individual differences are obscuring time course patterns and vice versa.

Of course, this sidesteps the question of why (in the hypothetical example) the overall individual differences exist. Assuming those general individual differences are reliable and "real", you still have to explain why they are there, and if they predict significant outcomes, why they do, and so forth.

The message of the paper is good, although I think the press release (not surprisingly) overstates the significance of the paper. I think these kinds of issues have received a lot more attention in the literature in the last decade or so in neuroscience. It also sort of sidesteps a lot of the more thorny questions about truly person-specific patterns and how to determine when they're meaningful.