I consistently take cold showers, and I actually really enjoy it. Has nothing to do with being tough. I just happen to feel a lot more awake post-shower, it's a lot more satisfying to dry off after (and when you get out of the shower, you aren't as cold), my skin feels better and Im quite possibly in a better mood. Also, if I have had a few drinks the night before, a cold shower is far superior than a hot shower.
I agree, I take cold showers because I enjoy them - they are far from torture! I think the bloke that wrote the article totally missed that. In winter I even take a cold shower - and always feel far warmer after - even if the water is like ice.
I run hot showers occasionally too. Though I never have any compulsion to leave the shower, I just want to stand there. The other thing is it never feels hot enough!
Try it, just start with cold. You might even like it.