From your link, Lighter: People who found themselves particularly grossed out by thinking of things as moist may just be more likely to associate the word with sex, the researchers postulate. As one participant explained, “It reminds people of sex and vaginas.” No disrespect to either, of course, but we're pretty sure no one wants to think about those things when they're browsing the baked goods aisle.

I think about sex and vaginas (and other bits) all the time, no matter which aisle I'm browsing, and indeed when I'm doing anything else that allows my mind to be drifting along at about 50% capacity. And I find the association of the word moist with those thoughts to be particularly pleasurable. I can't begin to believe I'm alone in this.