It's actually the opposite of cool stuff unfortunately.
Excerpt:
"In this paper, we propose an Engagement Optimized Matchmaking (EOMM) framework that maximizes overall player engagement. We prove that equal-skill based matchmaking is a special case of EOMM on a highly simplified assumption that rarely holds in reality. Our simulation on real data from a popular game made by Electronic Arts,Inc. (EA) supports our theoretical results, showing significant improvement in enhancing player engagement compared to existing matchmaking methods."
Translation:
In free to play games, we need to find a way to keep players coming back because it seems like sbmm doesn't do that. Instead we match people who likely will play games together and the results of those games will keep them coming back.