I can't judge the science behind it, maybe others can comment. My first thought is that what the study shows is that we humans are pretty adept at deceiving ourselves and so self-reporting in studies is problematic.
"Scientists at the Medical Research Council have found that eating more sugar is associated with obesity. Although this may seem obvious, previous studies, which relied on self-reporting of diet, had not shown that this was the case. But researchers from the Medical Research Council and University of Cambridge looking into the links between diet and cancer have developed a new way of objectively measuring sugar consumption. This is important in establishing the cause of the UK’s epidemic of obesity: lack of exercise or over-eating."
http://www.mrc.ac.uk/NewsViewsAndEvents/News/MRC003902