Don't over extrapolate this one instance to a rule. I think what was interesting was the testing. An audience that is mostly, say, pensioners, will likely have a very different result than a site that has as its first claim:

"Meme Maker The most popular video meme maker on the Internet. Also works for images!"

I really found the testing and the changes enlightening, and that is what strikes me as really interesting here.

I agree that pensioners don't do this:), I meant people 15-40. I did run a chat on our site, and as one commenter noted, I also took a stock girl photo as profile pic. The thing that socked me in this article is actually my own ignorance. I got ,probably, just as many nasty comments, but I blanked them out completely. When someone was being a jerk, i would just close the chat, ban the user, and that's it. It didn't even register as a particular problem, or sexism, for that matter...