I think it's fascinating how it illustrates weirdness about how Americans think about and categorize "ethnic" food. For example, the author's analysis of Google data shows Glendale, CA ranks #1 for "Highest prevalence of Mediterranean Restaurants." But I am nearly certain the majority of these, given Glendale's demographics, are in fact Armenian or Persian restaurants. Both Iran and Armenia are of course quite far from the Mediterranean region, but for whatever reason (rice? flat breads? grilled things on a stick?) have gotten lumped in with some Americanized, genericized conception of "the Mediterranean" that's indistinguishable from "the Middle East." I would imagine you'd find the same thing happening on Yelp etc.