You can see the red line above showing the photo sneezers had much higher nose-tickle response to bright light, and showed stronger activity in the somatosensory cortex, an area that processes sensory information. So it appears that people with ACHOO Syndrome have higher sensory responses to both the tickle sensation and to the visual stimulus of the bright light.
Unfortunately, they weren't able to come up with a connection between the two areas and a sneeze reflex center (we're not that good yet), but it's certainly a first step, and the hypothesis is that the insula, may link the areas, though other pathways could exist as well (the insula is totally everyone's favorite brain area right now, ain't it?).
Could it possibly be that some people are just more sensitive than others? Link