Most of it is quite sensible actually, even though it only scratches the surface and there is a spelling mistake at the top of page 45. The inside joke is on page 35:
Box 3: Detecting inconsistencies in choices
The following can help us identify whether consumers are making mistakes…
ii. Consumers’ choices changing in response to variation in irrelevant factors, such as how information is presented. For example, greater willingness to take up a personal loan offer when a photograph of a woman is added to a letter.
Inevitably, the one single photograph in the whole 71 page document is on the front page:
