@mingabunga in the comment below explained it better than I can:
"It's just a catchy headline, it doesn't really make sense but is comical/nonsense so it makes you stop and pay attention to it. I think it's brilliant."
I recently had to implement "percentage differences while also supporting 0". Took a while to explain that, while we can come up with solutions to support that desired feature, it's mostly arbitrary and not based in math lol.