When I first saw the site, I was hoping there would be a way to upload a picture, perhaps do some kind of feature-tagging (similar to the way you point out your pupils on photos on those try-on-glasses apps[1]) and have the site spit back a suggested face based on the features they had that most closely resembled yours.

Of course, this is complete spitballing, I have no idea if it's feasible.

[1]http://www.coastal.com/glasses/frames/derek-cardigan-7016-br... (click Try It On View)

They can also hire someone to do the matching manually (or do it themselves). It's a Show HN, which means they don't have a million users (yet)!

They could use mechanical turk