"...a certainty of three sigma, so there’s about one chance in 100 the result is a fluke."
This is a very incorrect way of summarizing the result.
When will popsci writers ever get this right? Hypothesis testing cannot tell you the probability that a hypothesis is true. It also cannot tell you if the result is a "fluke." What it can tell you is the probability of seeing the data assuming the null hypothesis is true. Without knowledge of the prior probability of the hypothesis, you have no right to say anything about the probability of the result being a "fluke" or not.
This is commonly misunderstood. Perhaps I can illuminate it with an example.
Suppose I take a coin out of your pocket--a good old American quarter. I then proceed to flip it six times and egads, I get six heads. The chance that a fair coin flips the same way six times in a row is 2/(2^6), or 1/32--close to 3%. Whoo hoo, that's more than a two sigma result.
Does that mean there's only a 3% chance the coin is actually fair? NO! If you assume the coin is fair, there is a 3% chance the coin flips the same way six times in a row. There's a huge distinction in flipping the conditional. Going by the infinitesimal number of quarters in circulation that wouldn't flip fairly, we'd say before any experiment that there's an overwhelming chance the coin is truly fair. So there isn't a 3% chance the result "is a fluke," if by "is a fluke" we mean the coin really is fair AND the coin flipped in a surprising way. We KNOW the coin flipped in a surprising way, and if we know that at least 99% of quarters are fair, there's probably a near-100% chance that the data can be called a "fluke."
This is all to say, if the prior probability of your null hypothesis is high, one unlikely result should not impress. You are merely demonstrating that unlikely things happen--and with so many coins and people flipping them they should be, from time to time.
http://en.wikipedia.org/wiki/P-value#Misunderstandings
http://invasiber.org/EGarcia/papers/MatthewsFinancialTimes.h...
tldr; what the article says --> P(Fluke|Data) != P(Data|Fluke) <-- what the statistic means