I think that page has been A/B tested up the whazoo. It's probably optimised as much as possible to sell that software. I'll bet patio11 can put dollar figures on the placements of certain buttons, or the value of certain words.
Yes, it means downvotes. When you start going below 0 it starts greying out. I dunno why people were downvoting that comment, but it's been upvoted now and is non-grey.
