This is a good example of people relying too much on linear regressions. You can't interpret coefficients of linear regressions the way they do. They're good for exploratory data analysis and their interpretations of the coefficients are reasonable hypotheses to consider, but they should actually test them.
I interpreted this comment as saying that they should test whether the coefficients are equal to 0 before interpreting them. There's evidence that they did this if you look at the "if you're into algebra" sidebar on the right - they dropped the m3 variable because it had a large p-value.
Is that what you were getting at?
edit: typo
http://blog.okcupid.com/index.php/the-mathematics-of-beauty/