I think possibly the most significant thing he did was to get them to message him FIRST. As in David Halberstam's critical rule of diplomacy (from Best and the Brightest), the first to the negotiations table largely empowers the other to dictate the condtions of the armistice. Not that this is sufficient when dealing with women by any means, but it is significant.
The other important things he did with this experiment is to identify the most critical questions, and confirm that women put considerable stake in those questions and resultant ratings, based on the spike in inquiries he got. I, myself, have used the site, and find it to be good overall, though I'm less taken with the questions/ratings. My main interest there is a few show-stoppers, the NUMBER of questions answered, and the explanations included with the answers. To somewhat negate the whole thing, I think high confidence* in that system might suggest an authoritarian character, which is something of a show-stopper for me.
*I.e. causing one to be a first contacter.