I came to a very different conclusion from the data than the authors. The difference in the numbers was not substantively different (an absolute difference of about 1%) and much, much lower than I would have expected. The difference could easily be explained by other differences between the two founders other than sex and perhaps this could be pointed as evidence that once we removed those factors this small difference would evaporate entirely.
They find no measurable short term benefit to purchasing the "Ebay" keyword on sales.