I think he sells himself short here. Women aren't the only people that have to hunt for a fit. I'm a tall, lanky guy. Most medium shirts are too short, and my shoulders swim in a large. Like any good scientist, I've trialled and erred my way to brands that fit (thank you American Apparel medium 50/50s), but this discovery process is a pain in the ass. Here's the upside, browse through clothes online, and everything fits, see how it looks on someone with your shape.
There are some big challenges of course. A brand's sizing will vary from design to design. I bought a pair of Nike 11s that fit, after trying another Nike 11 that didn't. Then, how consistent is the sizing after manufacturing, after washing?
Sigh, somebody start this, and I'd love to help.