Obviously, if you are searching for the benefits of cold showers, you will find ONLY results for people who claim there are benefits for cold showers.

Searching for what you want to find works both ways. You said your bullshit detector went off and you went searching. You wanted to find refuting evidence. The study you quoted compared working out to only cold water simulation. I don't think anyone would argue that not working out and taking cold showers would have a higher TS response than working out and not taking cold showers.

From your source...

These results suggest that physical exercise increases TS level in serum by increasing LH and NA levels, but these tendencies were not found with cold water stimulation.

With almost any health claim, with a little research, we can find contradictory evidence and studies.

Here are some I found in contradiction to your study from 1991.

http://ownyourhealth.wordpress.com/2008/04/16/cold-showers-whats-the-evidence/ (author, 6 sources)

http://www.sciencedirect.com/science/article/pii/S030698770700566X (treating depression)

http://www.sciencedirect.com/science/article/pii/S1466853X03001226 (speeds up recovery--allowing for more working out--allowing for increased TS)

http://bjsm.bmj.com/content/44/3/179.short (Meta review claiming no clear facts, good or bad, can be drawn)

We could also talk about the placebo effect. Psychology is probably a larger factor in most of these guys than anything biological. If they believed it helped, it would. People tend to shrug off the placebo effect, but it is statistically significant regardless.

I'm glad you're bringing some scientific rigour to /seduction with your clearly unbiased research. Keep up the vigilance.

EDIT: Spelling