Earlier quoted context omitted.
I don't think they're saying that it's a different effect from placebo with the same effect size, but that it's actually the placebo effect. You can't treat yourself with something that you don't believe works and trigger the placebo effect.
Technically placebos still work even when you know they are placebos.[1] [1] http://www.telegraph.co.uk/science/2017/09/26/placebo-effect...
I have used this to personal benefit with "Vitamin Water". More recently I have picked up the even more affordable "Belly breathing" placebo. Now I have a placebo for free and all I have to do is breathe a particular way. Absolutely wonderful.