Not too bad of a link and an interesting experiment.

But when I ran into this statement:
"After absorbing moisture, chemical reactions take place in its fibres releasing heat and as result making the fibre feel warm against the skin."

The assertion that the fibers release heat is a very questionable. Feeling warm does not mean the wool is generating actual heat any more than drinking alcohol 'makes you warmer'. more likely the ability of wool to irritate skin just feels like warmth.

Wool has some slight advantages in some situations over most polypropylene fleece because the fiber density, and weight, on the wool is higher and it is water repellent because of the lanolin in the fibers. Not so much because of some magical "pores". Wool is not Gortex. But a lot of it is how the clothing system is driven.

But poly cannot absorb anywhere near the water that wool can so it simply falls out of the weave even if it soaks through. Less density and less wind stopping ability is not necessarily a bad thing. Separating the wind stopping into a separate layer gives you faster control over heat and moisture buildup and release. This ability to dump moisture and heat faster than most wool layers has advantages when the weather is fluctuating quickly or you need to go inside and out frequently. To get a similar responsive effect with wool you need to more dramatically ventilate it. Sometimes only total removal will work. With wool you can spend a lot more time and effort ventilating it to suit highly variable conditions.

There are brands of poly fleece that are more densely packed, more windproof, and treated with a water repellent and these may function better for those who like the dynamics of wool.

For my money even the regular, now quite inexpensive, poly is what I buy. The reasons being that cost is always an issue, I can get similar results by appropriate use of mixed layering, and wool down here is very subject to insect attack even after being 'moth-proofed' or specially packed for storage.

I also wonder about the test. They made a big deal out of removing the cotton outer layers. Why? Why would anyone wear cotton outer layers?

Given a more sensible clothing scheme for the same temperature of a thin liner under layer. Fleece insulation mid-layer/s and windproof and water repellent shell and the issues of how to recover from a dunking pretty much disappears.

The shell doesn't hold water any more than a tarp does. The mid-layer/s only need to be removed and shaken to remove the bulk of the water. The liner layer can stay on but it, even if it is soaked, dries immediately in the air mainly because the water simply falls out so there is no need to roll in any snow.

So the response with a proper synthetic layering system is much less drama. Take off outer layer and shake off the water. Take off insulation layer/s and shake out the water. Put the fleece back on. Put the outer layer back on but keep it loose and open for ventilation. Do a few jumping jacks or run in place to regenerate warmth and to drive off the last bit of remaining moisture.

That ability to quickly and easily recover when soaked is why the army gave up on wool and went for poly fleece. Wool will always have a following. Particularly where the weather is cold and dry. But polypropylene isn't going anywhere and more people are learning how to use it to good advantage when things are cold and wet. A lot depends on how you drive the system.