Despite the fact that I can't see his raw data (not wanting to pay $49 for it), I'm actually thinking that his raw data suffers from statistical heaping as well. Chances are, the ball is reported as being on a discrete yard line in all cases. If you look at the play-by-play data that gets posted to nfl.com or espn, plays are always recorded as starting and end on integer yard lines, even if the ball is halfway in between. You never see a play such as "1st and 10 at the 20 -- E. Smith up the middle for 2.5 yards. 2nd and 7.5 at the 22.5 -- E. Smith up the middle for 3.25 yards. 3rd and 4.25 at the 25.75"
A lot of drives start at the 20 due to touchbacks. Players see the sticks and get the ball just beyond for a first down. Statistically, unless they made it all the way to the 31, it's a 10 yard gain and the ball is at the 30 -- even if the ball is actually spotted at the 30.5.
Maybe there is an unconscious bias to the whole thing, but that bias could be amplified by the manner in which the stats were collected in the first place.