Gmail address: Seriously get a life other than worrying about who someones email provider is. If they have AOL so what? how does this affect the job they do for you, AOL allows you pop or imap right? (might have to pay extra) maybe they use a mail client... and because they've had it for so long they don't want to change. I'm not an employer (yet) but I really don't care what email you use to mail me, even if it's totally unprofessional/inappropriate. I'm going to give you a company email anyways, I assume you were just being efficient with your time and not going out of your way to make another email just to impress me.
Customization: I probably wouldn't reject a tailored resume, but to me this reeks of a person who wastes time on perfection. If you are seriously looking for work... you are probably emailing a lot of companies, tailoring for each one is just a foolish waste of time, there are better things you could be doing with your time, like learning something new. I'd make an exception for a place you really want to work, have inside info on, customer etc. but most places I've applied to have not made this list.
Email to the CEO: Really it's a good idea to waste the CEO's time? In a small business where the CEO is HR then it's fine. I think emailing the department manager that you want to work with is the right answer.
Numbers: the numbers this guys citing are probably BS, numbers like that are obviously made up, don't lie on your resume if you have numbers that you can prove you are responsible for, then don't list them.