There was also a similar study by a German team as you can see at this youtube link: http://www.youtube.com/watch?v=-FaQNPCqG58 There are problems with some of the points being made but you can see the comments for the video underneath. One thing they did was to create a histogram of the transactions (size vs frequency), that is at least the first step.
Interesting video, some of there conclusions are disputable as you pointed out, but interesting nonetheless. It's worth a look.