Yes, I was surprised as well. I believe their deadline was Jan 15th, and I think I sent in my application right around the first week of January.  
Anyway, I heard from Rice about a week ago and yes, I applied to their Ph.D. program.  
I think I got a quick response because I had strong letters of recommendation for this program. 
 
I applied to six programs: Rice, GA Tech, UIUC, Maryland, Penn State, Purdue.  
I'm not really counting on UIUC or Penn State though.  
20 - 30 schools sounds like alot. I think especially in I/O psychology, people only send about 10 applications at most because most schools offer it as HRIR or OB in their business schools. Plus, that's where the money is