In contrast to a big difference from US culture, I found most of the examples to be pretty much the same kind of stuff that happens here.
The article is obviously written for young female readers, this is the author's perspective, and all of the impressions, reactions and comments are from females.
So here's something a young womaan isn't typically going to notice: depending on whether the guy looks more like a j-pop idol, or the sterotype of the ugly guy that the last girl at the gokon gets stuck with; whatever words are said will be interpreted to give the opposite responce to the two otokos 8-)
In most cases this is probably subconscous. It's also not at all unique to Japan. Although in Japanese culture this can easily be included in 面子を立て, or saving face.