Was going to say, he talked about that on Sirius (yesterday maybe..?) and said it was STILL hard to go against his instincts. Though the $5k did get his attention. Holmgren said if the game is on the line and there's one play, don't shut down your instincts, go for it - but if it's a random second down, just get down!
I think that everyone underestimates how hard it is to shut down that competitive nature (and, quite frankly, to make good decisions under tons of duress). I feel like we're always going to see a little hero ball from Josh, but hopefully he'll learn to save himself - might just take a few years...