There are many factors which affect "Felt" recoil. When firing a load giving a sharp muzzle blast good hearing protection can cause one to "Feel" less recoil. Now study that one, its all in the mind in this case, but one actually thinks they feel a difference. Also keep in mind & never forget if you are just saying two loads have the same velocity based on listed velocity from a load manual until they have been fired over a reliable chronograph you don't Really Know they have equal velocities.
Thomas didn't give us much data to go on on the "Blind Test" he reported on. I very highly suspect, especially as the "Test" was conducted by the Company selling the shells the comparison was made using the old bulk powder against a dense powder. In this case the actual weights of the powder charge could have been very close to a 2:1 ratio, or for a 3 dram equiv load something on the order of 42 grains of powder versus something in the low 20's.


Miller/TN
I Didn't Say Everything I Said, Yogi Berra