For some reason, I feel like their control wasn't the best thing to compare to. People filling out personality questionnaires might not compare to looking at facebook likes. May be a better control would be letting humans look at the facebook likes themselves and compare their prediction based on that to that of computers looking at the set of facebook likes.

If they want to stick to the questionnaire, then train the computer model on the questionnaire too and let's see who wins. Giving one side more powerful data and giving the control just a questionnaire is like giving a robot a machine gun and a human a knife and being surprised who wins.