It's marketed as a business / marketing book, but it is probably on the book shelf of every one of the magicians / mentalists that this article refers to.
The problem with the video demo for this particular trick--indeed, the video demo for virtually ANY trick--is that you're seeing the best-possible performance. Don't get me wrong; I've seen this stunt performed in person, and it's pretty impressive. But I do consider this to be a compendium of best-possible outcomes, with a willing audience and a very skilled magician.
We're getting into "Not Hacker News" territory, but if you're into Luke Jermay, I'd recommend checking out Wonder Words; it's got some interesting tools in it. It's a bit dated at this point, but makes for a good foundation. You also have to remember that Kenton used to run around dressed like a wizard.
Would be really interesting to see more in depth writing on the subject though.