Matt Cutts (Google SEO) fondly referred to this site as "Expert-SexChange" at Wordpress Conference in San Francisco in 2009! Google it. The video is funny!
...and you have exposed yourself to be culturally ignorant. (East) Indian people often spell words in ALL CAPS to emphasize importance. I know this from past experience dealing with (East) Indian people in a professional software development environment for over 10 years. So I believe that was what the original author intended.
p.s. He is also a former Google Engineer who was part of the small team that built GOOGLE NEWS. http://dealupa.com/about
Wow! Backup much?