Interesting work, but improper: this is not how reading material is processed in the brain. Truncated words will be processed at lower efficiency than a longer counterpart, and even more so if subjects know that there is a blank to be filled in. A simple analysis breaks this down.

Example from site: New custome

versus: extravagant banquet

With "custome" in competition with "costume" do you actually think a correct identification in a fill-in-the-black followup means the store's point was successfully passed on?