What Does Your Typeface Taste Like?

In "The Taste of Typeface" paper: 

"Participants matched rounder typefaces with the word “sweet,” while matching more angular typefaces with the taste words “bitter,” “salty,” and “sour.”

Why would people match tastes and typefaces varying in their roundness and angularity? The more that an individual likes a taste, the more they will choose a round shape to match it to, and the less they like it, the more they will tend to associate the taste with an angular shape instead."